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

Flavio da Silveira Bruno, Rogerio de Aragão Bastos Valle


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.

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