The operational side of the chain of production in the leather goods and footwear industry has undergone significant changes in response to the profound changes that have taken place in the international competitive environment and this requires a new strategic vision. The objective of this article is to identify the strategic positioning of the footwear manufacturers located in the "Vale do Sinos" according to the classifications described by Porter (1980), Mint- zberg (2006) and Barney and Clark (2007). This is a descriptive and qualitative study. In-depth interviews were carried out with specialists in the leather goods and footwear industry. Starting from an industrial profile focused on low costs, these companies have realigned themselves to a more market-oriented profile, offering elements of differentiation. The paper ends by suggesting that it is necessary to reflect on what has been learnt during this phase and take precautionary measures to sustain this new competitive position.
Footwear manufacturers; Strategy; Change