Estratégia Competitiva a Partir da Geração de Valor do Produto: Modelo Conceitual e Validação em Empresas da Indústria Calçadista.

The purpose of this paper is to propose a conceptual model about competitive strategy based on the value added to the product. The research carried has theoretical-empirical characteristic; the model presented is deducted from the concepts of competitive strategy and attributes from product and its functionalities. It was validated in a study in sixteen firms of shoes industry. The research method used was the multiple case studies that permitted a compared and wide view of the research object. The model permits map the strategies practiced by these firms and the competitive pressures within its products. This paper contributes to the strategy concept in the following ways: presents a model that deeply analyses the ways of value generations by products of firms and its relation with the competitive strategy; validates the model in the study of shoemakers firms, that permitted identify their strategies and the types of competitive pressures between the products of these firms. [ABSTRACT FROM AUTHOR]