UPGRADING NO CLUSTER DE ROCHAS ORNAMENTAIS DO ESPÍRITO SANTO, BRASIL

Laura Ferranty Mac Lennan ferranty@hotmail.com

Ilan Avrichir iavrichir@espm.br

WORKSHOP "ESTUDOS SOBRE GLOBAL VALUE CHAINS NOS PLANOS INTERNACIONAL E NACIONAL” P R O . P O L I . U S P . B R / W O R K S H O P G V C

Fonte: Informe Abirochas, no. 2/2014.

Evolução da Exportação Brasileira:

Rochas Manufaturadas X Produtos Industrializados

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

2002 2013

Porcentual sobre o total da categoria

baixa tecnologia

media baixa tecnologia

media alta tecnologia

alta tecnologia

rochas ornamentais processadas

Elaborado pro Ilan Avrichir a partir de dados da Funcex e do CentroRochas

Value addition x functional upgrade Granite exports 2016

Product % of sector revenue

1000 of tons exported

1000 of stones per 1% of revenue

Increase in value/ton

Blocs 16,5 1022 63

Slabs 66,5 1167 18 3,5

Finish products 4,6 26 6 3

Rsearch Model

Justificativa da Pesquisa

• Companies in emerging countries have difficulty upgrading in global value chains (HUMPHREY & SCHMITZ, 2000; Navas-Aleman, 2011)

• Functional expansion in ES potentially interesting phenomenon

Procedimentos Metodológicos

• After a lot of trust building work, we were able to engage the support of two informal leaders of the ES Granite Sector

• With their endorsement we were able to visit and apply a structures questionaire in 32 of the 80 biggest granite granite exporters of the ES State.

Tabela 5: Cálculo do teste Mann-Whitney dos indicadores de upgrading das empresas da amostra

Grupo% de vendas no ME

(2011)

% de faturamento

investido em

promoção e

marketing

Tamanho da

empresa UP UD UF

Orientado ao mercado interno (C1) 5% 0,3% Pequena 5,14 3,88 4,95

Novos Horizontes (C2) 23% 0,0% Pequena 5,14 4,38 5,21

Orientado ao mercado externo (C3) 75% 1,2% Média 5,86 5,63 5,50

Fonte: Autora

Fonte: Autora Disponível no site da ESPM/PMDGI

Investimentos

Empresas Média

Investimento em máquinas (% das vendas médias de 3 anos)

17 12 6 5 3,5 10 12 11 0 2,5 10 5 20 6 33 17 30 11,8 Importância de novos materiais

(resinas / materiais de polimento / tratamento

químico) Lickert 1 a 7 6 4 7 7 7 4 6 5 7 5 7 3 7 4 7 7 7 6 5,9

Importância de viagens para a equipe de vendas Lickert 1 a 7

4 6 7 7 7 3 7 6 1 3 7 1 6 7 7 5 7 7 5,4

1. As importações brasileiras de tecnologia somaram US$ 90 milhões em 2011, dos quais US$ 53 milhões devidos à Itália.

2. No 1º semestre de 2012 as importações de tecnologia italiana tiveram incremento de 56,4% frente ao mesmo período de 2011.

3. Em 2013, o avanço brasileiro foi o maior entre todos os compradores de tecnologia italiana, refletindo a aquisição de teares multifios diamantados

Fonte: Autores

Conclusion

• Process upgrading: Export oriented firms (C3)> domestic oriented (C1)

• Product upgrading: C3>C2>C1

• Functional upgrading (C3) > C2

• Positive relationship between export performance and different types of upgrading

• In line with hierarchical hypothesis (Gereffi, 1999)

Work in process

• What are the necessary conditions for a futebol clubs to be susccessful exporters of players?

• How was the acquisiton of technological capacities by Argentina´s wine producers related to downstream movement?

Necessary technological capacities for being successful in football players´ export

• A = Planning players development

• B = Infrastructure

• C = Professionals (doctors, fisioterapeuts, psichologists)

• D =International Marketing

• A or (B and ~C) or (B and ~ D)

Wine Technological Competences´ Matrix

Product planning

Plant cultivation

Viticulture Marketing

Operational Depends completely on owners experience and intutition

Use of price and discount as main selling arguments

Assimilative

Adaptative

Inovative Integrated work among agronomist, marketing professional and wine maker

Normative marketing, Wine makers as brand personas; Storytelling

Summary

• Can advantages in natural resources be a springboard to downstream positions in GVC?

• How did the few successful Latin America´s natural based industries that managed to upgrade (specially fuctionally) made it?

• Is the path of trying to add value to natural resources based products a viable one?