Hindrances to Sustainability-oriented Differentiation Strategies in the Brazilian Textile and Apparel Industry

Authors

  • Flavio da Silveira Bruno 1) SENAI CETIQT (Technology Center of Textile and Chemistry Industries) (Research consultant) 2) Rio de Janeiro State University (Professor)
  • Rogerio de Aragão Bastos Valle Rio de Janeiro Federal University (Professor)

Abstract

This paper discusses a possible conversion of Brazilian textile and apparel firms from cost based to sustainability-oriented differentiation strategy. Eco-innovation and social-environmental initiatives of ten firms were analysed revealing two distinct typologies of strategies among large and small companies. Nevertheless, none of them seem to be near from meeting the needs of emerging global conscious consumers that accept to pay more for sustainable innovations. A case study showed the hindrances to implementing the desired strategy. Recommendations for necessary intra and inter-organizational changes in the value chain are presented.

Author Biographies

  • Flavio da Silveira Bruno, 1) SENAI CETIQT (Technology Center of Textile and Chemistry Industries) (Research consultant) 2) Rio de Janeiro State University (Professor)
    1) GIEP - Innovation Studies and Research Unit, research consultant 2) Industrial Engineering Department, Professor
  • Rogerio de Aragão Bastos Valle, Rio de Janeiro Federal University (Professor)
    COPPE - The Alberto Luiz Coimbra Institute for Graduate Studies and Research in Engineering, Professor

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Published

2014-12-09

Issue

Vol. 9 No. 1 (2014): Convergence in Fashion, Aroma & Odor, Fashion & Textiles in Brazil, Arab World, Terri Towel, Biopolishing, UV Protection

Section

Scholarly Articles

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