Strategic choices and operations strategy: a multiple cases study

Global chains have a key role in a globally integrated economy. An operations strategy may align the decisions along these chains. Usually, studies in global chains are related to the governance within the supply chain. This study seeks to analyse how operations strategy and strategic choices are developed in global value chains with change in the competitive context. It presents multiple case studies from the Brazilian footwear industry. Those companies have developed operations strategies that are not based on the traditional cost‐based approach. The results suggest that this strategic choice requires a clear adaptation between companies' competitive priorities and operations decisions. Moreover, strategic changes imply the development of new operational capabilities and affect companies' value chain.