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The apeles way: portuguese shoemakers are sticking to the shoes
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Orientador(es)
Resumo(s)
The story goes that a passing by shoemaker criticized a sandal in a painting by the famous Roman painter Apeles. He promptly changed it accordingly. However when the shoemaker began to criticize the rest of the painting, Apeles cutted short and advised the shoemaker: "ne sutor ultra crepidam", that is: Shoemaker, stick to the shoe. The overall strategy of the portuguese footwear industry can best be summarized by Apeles advice. Indeed, portuguese shoemakers are sticking to their "nitting" in four different ways: - First they do not diversify into other industries ; - Second they tend to specialize in a few segments; - Third they avoid vertical integration; and - Finally they concentrate in manufacturing, disregarding the marketing function.
Descrição
Palavras-chave
Industry Shoemaker Strategic Management Marketing Portugal
Contexto Educativo
Citação
Sá, Jorge Vasconcellos e; e João N. C. Especial . 1993. "The apeles way: portuguese shoemakers are sticking to the shoes". Instituto Superior de Economia e Gestão - DE Working papers nº 38 -1993/DE