ESTRATÉGIA DE INTERNACIONALIZAÇÃO ATRAVÉS DE UPGRADING FUNCIONAL

This article analyzes the Brazilian companies’ participation in global value chains, focusing on a footwear company. Most companies of this sector concentrated their efforts through indirect exports, meaning a reactive strategy in the global chain. In this study, we show a different strategy adopted by a Brazilian company in the German market, which includes branding and functional upgrading. This strategy changes the kind of chain governance existent that is led by international retailers (buyer-driven chain). The research methods included a focus group and a case study. The study found similarities with concepts related to the global value chains and analyzed the change in the company’s strategic positioning. The results indicate some strategic changes needed for an increasing insertion of Brazilian companies in international markets.