The Brazilian Beachwear Industry

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THE EMERGENCE OF NEW AND SUCCESSFUL EXPORT ACTIVITIES IN BRAZIL: FOUR CASE STUDIES FROM THE MANUFACTURING AND THE AGRICULTURAL SECTOR

Angela da Rocha Joana Monteiro Beatriz Kury Alexandre Darzé

JANUARY, 2007

A REPORT PREPARED BY NUPIN/COPPEAD/UFRJ
FOR THE INTERAMERICAN DEVELOPMENT BANK
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Angela da Rocha Full Professor NUPIN Coordinator
COPPEAD / UFRJ

Joana Monteiro Senior Consultant DAI Brazil

Beatriz Kury Senior Researcher NUPIN
COPPEAD / UFRJ

Alexandre Darzé Senior Consultant Managing Director DAI Brazil

2

TABLE OF CONTENTS
INTRODUCTION .............................................................................................................................. 15 1. Theoretical Framework......................................................................................................... 15 2. Overview of Brazil’s Export Performance ........................................................................... 17 3. Methodology ......................................................................................................................... 22 3.1. Case Selection................................................................................................................ 22 3.2. Data Collection and Analysis ........................................................................................ 26 CASE 1 – THE BRAZILIAN FURNITURE INDUSTRY .......................................................................... 27 1. General Description ............................................................................................................. 27 1.1. The Brazilian Furniture Industry................................................................................... 27 1.2. The São Bento do Sul Furniture Cluster........................................................................ 31 2. The Discovery And The Diffusion Process: Historical Overview........................................ 33 2.1. Zipperer, the first mover ................................................................................................ 34 2.2. Artefama, the immediate follower.................................................................................. 37 2.3. The Diffusion Process .................................................................................................... 40 2.4. Present Hardships.......................................................................................................... 46 3. Role of Support Institutions .................................................................................................. 47 3.1. Abimóvel, the Furniture Industry Association ............................................................... 47 3.2 Sindusmobil, the São Bento do Sul Industry Association ............................................... 49 3.3. FETEP, the Local Training and Research Center......................................................... 50 3.4. UDESC, the State University ......................................................................................... 50 3.5. The Brazilian Government............................................................................................. 50 4. Counterfactual Analysis........................................................................................................ 51 4.1 Exports of Non-Wood Furniture ..................................................................................... 52 4.2. Rudnick – a different São Bento do Sul exporter........................................................... 53 3

4.3. Flexiv, a successful producer that failed to export ........................................................ 54 4.4. A Comparison of Rudnick’s and Flexiv’s Experiences.................................................. 55 5. Synthesis of the Discovery and Diffusion Process in the São Bento do Sul Cluster............ 56 6. Case Study Analysis and...
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