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International Journal of Business and Management Studies, CD-ROM. ISSN: 2158-1479 :: 04(01):11–24 (2015)

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Brazilian Fashion Business Dudalina S/A: Case Revisited

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Murillo Dias et al.

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1IXLSHSPSK] 8LITVIWIRXWXYH]WIIOWXS QIIXXLIXSTMG[MXLERMRXIVTVIXMZIETTVSEGLGSQFMRMRKMRHITXLMRXIVZMI[ EVGLMZEPVIWIEVGLERHHIWGVMTXMZIGEWIWXYH] =MR 4VMQEV]HEXE[EWGSPPIGXIHXLVSYKLEUYEPMXEXMZI MRXIVZMI[ FEWIH SR +SJJQERoW HVEQEXYVKMGEP XLISV] 8LI GLSWIR YRMX SJ EREP]WMW MW XLI WYGGIWWMSRTVSGIWWSGGYVVMRK[MXLMRXLI&VE^MPMERGPSXLMRKGSQTER](YHEPMRE7% =MR 8LIGEWI MWEPWSWYTTSVXIHF]XLI%KIRG]XLISV]nYWIJYPEHHMXMSRXSSVKERMÊXMSREPXLISV]o )MWIRLEVHX 8LI EKIRG] XLISV] SV EKIRG] HMPIQQE EVMWIW [LIR ER EKIRX MW LMVIH F] E TVMRGMTEP XS GSRXVSP E GSQTER] ERH QEOI HIGMWMSRW SR XLI TVMRGMTEPoW FILEPJ n8LI TVMRGMTEP EKIRX VIPEXMSRWLMT WLSYPH VIJPIGX IJJMGMIRX SVKERMÊXMSR SJMRJSVQEXMSR ERHVMWOFIEVMRK GSWXWo )MWIRLEVHX 8LIMQTEWWI FIKMRW [LIRMRWXIEHSJWIIOMRKXLITVMRGMTEPo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ÎHXLVSYKLXI\XEREP]WMW7IGSRHEV]HEXE[IVIMRZIWXMKEXIHXLVSYKLEVGLMZEP VIWIEVGL FEWIH SR HEXE EZEMPEFPI MR 7ERXE 'EXEVMRE 'SYVX [LIVI PMXMKEXMSRW [IVI NYHKIH ERH '%() 'SRWIPLS%HQMRMWXVEXMZSHI(IJIWEHE)GSRSQME )GSRSQMG(IJIRWI%HQMRMWXVEXMZI'SYRGMP EW[IPPEW [IFWIEVGL 6IWIEVGLPMQMXEXMSRW 8LIQSWXWSPMHERHVIPMEFPIHEXEEZEMPEFPIJSVXLMWGEWIWXYH]EVIXLIGSYVXVIGSVHWSRXLIPMUYMHEXMSRSJ 'SQQIVGMEP 7SGMIX] 7ERXE 'EXEVMRE 8LMW GVSWWWIGXMSREP VIWIEVGL PMQMXW MXWIPJ XS (YHEPMREoW HIZIPSTQIRX SR XLI WYGGIWWMSR TVSGIWW VIKEVHMRK XLI XLMVH KIRIVEXMSR QEREKIVW WII *MKYVI ELIEH [LIRXLIJVSRXSJJMGI[MPPFILERHIHJSVXLIJMVWXXMQIXSWSQISRISYXWMHIXLIJEQMP]8LIWXYH]MWEPWS JSGYWIH SR XLI GEWI YRMX (YHEPMRE 7% s [MXL MXW FVERHW ERH MXW WLEVILSPHIVW 7XSVIW VIXEMP GLEMR MRHYWXVMIW EVI RSX XLI MRXIVIWX SR XLI TVIWIRX VIWIEVGL 8LMW EVXMGPI HSIW RSX MRZIWXMKEXI XLI PMZIW SV XLI TVMSVVIPEXMSRWLMTEQSRKXLILIMVWERHJEQMP]QIQFIVWSRXLIWYGGIWWMSRTVSGIWWXLVSYKLLIVQIRIYXMGEP G]GPI -X MW VIWXVMGXIH XS UYEPMXEXMZI MRXIVZMI[W ERH EVGLMZEP VIWIEVGL 8LMW VIWIEVGL MW EPWS PMQMXIH XS &VE^MPMERXE\FYWMRIWWERHWYGGIWWMSR0E[WWMRGI(YHEPMRE7%MWE&VE^MPMERGSQTER] (YHEPMREoW STIVEXMSRW EVI YRHIV ERH VIWXVMGXIH XS 0IM HE 7SGMIHEHIW %RÏRMQEW 0E[ JVSQ (IGIQFIVXL

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16

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3VMKMREPP]XLIGSQTER]WIXXPIHMREVIRXIHTPEGIMR7ERXE'EXEVMRE[LIRXLIJEQMP]HIGMHIHXSWXEVX FY]MRK JEFVMG JVSQ WYTTPMIVW MR 7¾S 4EYPS EW XS QERYJEGXYVI WLMVXW -X [EW RSX YRXMP [LIR XLI] JMREPP]TYVGLEWIHQERYJEGXYVMRKIUYMTQIRXXLEX(YHEPMREVIEPP]FIKERXSKEMRMXWGLEVEGXIVEWEGPSXLMRK GSQTER] 7SYÊ %HIPMREEP[E]WHVIEQIHEFSYXEFMKJEQMP]7LIIRZMWMSRIHGLMPHVIR FYXXLI]LEHGLMPHVIR MRWXIEH -R(YHEPMRE7%I\TERHIHSTIVEXMSRWXSJIQEPITYFPMG SVMKMREPP]QIRWoWLMVXW %VQERHSPIJXXLITVIWMHIRG]MR%RWIPQS.SWÄERH:MPWSR0YM^HIJIRHIHXLII\XIVREPLMVMRKSJ E RI[ TVIWMHIRX ,S[IZIV %HIPMRE HIGMHIHJSV 7SRME 6IKMRE ,IWW HI 7SYÊ XL GLMPH SJXLI GSYTPI EW TVIWMHIRX F] SJ XLI QIQFIVW SJ XLI FSEVH SJ HMVIGXSVW 8LI SXLIV JMZI TSWMXMSRIH EW E WXVSRKLSPH EKEMRWX 7SRMEo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oW ')3 TSWMXMSR -R SRI QSVI TPERX MW PEYRGLIH MR &PYQIREY 7ERXE 'EXEVMRE -R (YHEPMRE7%MREYKYVEXIWEWLSTMRXLI'IRXIV*EWLMSR1MPER-XEP]ERHEWXSVIMR4EREQE(YHEPMREMW VITVIWIRXIHXSHE]F]EJPIYVHIP]WERGMIRX*VIRGLQSREVGL]W]QFSPERHS[RWX[SSXLIVFVERHW&EWI ERH-RHMZMHYEPEWJMKYVIWLS[WEWJSPPS[W

*SVJYVXLIVMRJSVQEXMSRWIILXXTHYHEPMREGSQFVWEIQTVIWE 7II(YHEPMRE (YHEPMRE6IXVMIZIHJVSQLXXTHYHEPMREGSQFVWEIQTVIWE%GGIWWIHSR

Murillo Dias et al.

17

*MKYVI-RHMZMHYEPERH&EWIPSKSW

(YHEPMRE7%7YGGIWWMSR'LEPPIRKI(MVIGX,IMVWERHXLI4S[IV'PEWL %WQIRXMSRIHFIJSVIMREJXIVXLIHIEXLSJ%HIPMRE'PEVE,IWWHI7SYÊGSJSYRHIVSJ(YHEPMRE 7%EPPLIMVWsEXSXEPSJWMFPMRKWHMWTYXIHTS[IVEQSRKQIQFIVWSJXLIXLIJEQMP];MXLSYXEGPIEV HMWTYXIVIWSPYXMSRERHWYGGIWWMSRTPERHIWMKRIHERHIWXEFPMWLIHXSHIEP[MXLXLIJYXYVISJXLIGSQTER] XLILIMVWHMWWSGMEXIHMRX[SKVSYTWSRIKVSYTSJFVSXLIVWERHWMWXIVW WYTTSVXMRKXLIGYVVIRXGSQTER] TVIWMHIRX7SRME,IWW ERHXLISXLIVKVSYT[MXLFVSXLIVWMRGPYHMRKXLISPHIWXSJXLIWMFPMRKW%RWIPQS .SWÄ(YHEPMRE7%oWJSVQIV')3ERH:MPWSR0YM^GLMIJSJ(YHEPMRE7%oW&SEVHSJ%HQMRMWXVEXMSRXLEX STTSWIWXS7SRME%PPHMJJIVIRGIWGSRWMHIVIHXLIHMWTYXIFEWMGEPP]HMZMHIWXLIWMFPMRKWFIX[IIRXLSWI[LS WYTTSVXOIITMRKXLIJSGYWSRMRHYWXV]ERHXLSWI[LSIRHSVWIXLIGLERKISJJSGYWXSVIXEMPGLEMR -R 6IRÄ 1YVMPS MRHYWXVMEP HMVIGXSV [EW JMVIH F] LMW WMWXIV ERH TVIWMHIRX 7SRME ,IWW XLI WIGSRHSPHIWXWMWXIVEQSRKJMZI 8LMWIZIRXWXEVXIHEWIVMIWSJSXLIVIZIRXWWYGLEW%RWIPQSERH:MPWSR WXEVXMRK E GEQTEMKR XS TVSQSXI 1YVMPSXS (YHEPMREoW TVIWMHIRG] SR E FSEVH QIIXMRK MR [LMGL LIMVW ZSXIH JSV 7SRME ERH ZSXIH JSV 1YVMPS 7SRME ZSXIH JSV LIVWIPJ REXYVEPP] 8LI JVE] LEH HMZMHIH XLI JEQMP] *VSQ IMKLX FVSXLIVW [LSXSKIXLIV KEXLIVIH SJ %HVS 7% WMKRIH E WLEVILSPHIVWo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oWWLEVIWF]ETTVS\MQEXIP]QMPPMSR 8LI %HZIRX +VSYTMW SRISJ XLI QSWX MRJPYIRXMEP TVMZEXI IUYMX] JYRHWMR 2SVXL%QIVMGEERH LSPHW KPSFEPSTIVEXMSRWSJFMPPMSRMREWWIXW;EVFYVK4MRGYW 2I[=SVO [EWJSYRHIHMRERHLSPHW STIVEXMSRWMRQSVIXLERGSQTERMIW[MXLQSVIXLERFMPPMSRMREWWIXW *EPG¾SERH6IWIRHI 8LIRI[S[RIVWJEGIHPIKEPXVMEPMR&VE^MPMER'SYVXUYIWXMSRMRKXLIPIKMXMQEG]SJXLISTIVEXMSR8LI] OITX 7SRME ,IWW MR XLI TVIWMHIRG] SJ (YHEPMRE 7% 7SRME ,IWW HIGPEVIH p- EQ (YHEPMREoW TVIWMHIRX [LIVIEW-TVSZMHIVIWYPXW-JWSQIHE]-HSRoX-[MPPLEZIXLILYQFPIRIWWXSPIEZIq %KYMEVT

7II0IEP%RE0YMÊ 9QEIQTVIWEE(YHEPMREIMVQ¾SWIQGSRJPMXS6IXVMIZIHJVSQ LXXTI\EQIEFVMPGSQFVVIZMWXEI\EQIIHMGSIWRSXMGMEWSWHIÎWWIMWJMPLSWHIEHIPMRE#TEKI! EGGIWWIH SR

18


-R WTMXI SJ XLI RI[ S[RIVW (YHEPMRE 7% GSRXMRYIW EW E JEQMP] FYWMRIWW SRGI E QIQFIV SJ XLI JEQMP]LSPHWXLITVIWMHIRG]WSQIEVIWLEVILSPHIVWERHSXLIVWQIQFIVWSJXLIFSEVH &S[IV %WVIXEPMEXMSRXLIFVSXLIVW6IRI1YVMPSERH6IREXS1EYVMGMSHIGMHIHRSXXSWIPPXLIMVWLEVIWXSXLI RI[ FY]IV 7SRME OITX SJ XLI WLEVIW EKEMRWX SJ SXLIV WLEVILSPHIVW MRGPYHMRK LIV HMWWMHIRXFVSXLIVW *EPG¾SERH6IWIRHI (YHEPMRE7%MW6IWSPHXS+VYTS6IWXSUYIMR0IWWXLER3RI=IEV 3R7ITXIQFIVPIWWXLERSRI]IEVEJXIVXLIXVERWEGXMSRFIMRKGSRGPYHIH[MXL;EVFYVK4MRGYWERH %HZIRX +VSYT (YHEPMRE 7% [EW VIWSPH XS ERSXLIV &VE^MPMER *EWLMSR &YWMRIWW 'SQTER] +VYTS 6IWXSUYI S[RIV SJ &VE^MPMER FVERHW 0I 0MW &PERG 6SWE 'L¼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ÏQMGE SR 3GXSFIV XLTYFPMWLIHSJJMGMEPP]SR (39s(M¼VMS3JMGMEPHE9RM¾S EWJSPPS[W 2Ss'SRGIRXVEXMSREGXRS%TTPMGERXW%HZIRX:EVINS-*YRHSHI -RZIWXMQIRXSIQ4EVXMGMTEÂÐIW%HZIRX:EVINS--*YRHSHI-RZIWXMQIRXSIQ4EVXMGMTEÂÐIW;4