UPGRADING NO CLUSTER DE ROCHAS ORNAMENTAIS DO ESPÍRITO SANTO, BRASIL Laura Ferranty Mac Lennan Ilan Avrichir ferranty@hotmail.com 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 90% Porcentual sobre o total da categoria 80% 70% 60% 50% 40% 30% 20% baixa tecnologia media baixa tecnologia media alta tecnologia alta tecnologia rochas ornamentais processadas 10% 0% 2002 2013 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 Blocs 16,5 1022 63 Increase in value/ton 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 Investimento em máquinas (% das vendas médias de 3 anos) Empresas Média Importância de novos materiais (resinas / materiais de polimento / tratamento químico) Lickert 1 a 7 Importância de viagens para a equipe de vendas Lickert 1 a 7 17 12 6 5 3,5 10 12 11 0 2,5 10 5 20 6 33 17 30 11,8 6 4 7 7 7 4 6 5 7 5 7 3 7 4 7 7 7 6 5,9 4 6 7 7 7 3 7 6 1 3 7 1 6 7 7 5 7 7 5,4 Fonte: Autores 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
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?