Weaving the gold thread: strategic resources in a fashion industry

Abstract

In the field of business strategy, the resource-based view demonstrates through the firm’s resources its ability to gain competitive advantage. This research had as objective identifying the resources that can be considered strategic in an industry of artisan fashion and thus to generate competitive advantage in this sector. The research method consists in a case study through a qualitative approach, where interviews were made with members of the organization and an external consultant. The data were analyzed through content analysis. The analyzed industry manufactures artisan fashion pieces with natural wool and demonstrates internal attributes that appear as differentials. Natural wool was once one of the great products of Rio Grande do Sul and had its decay with the emergence of synthetic fibers in the post-war period. Now another perspective emerges for the so-called 'White Gold' and its use as a competitive differential allied to the quality and sustainability of organic fibers and regional identity valued in this market.