Value Chain Analysis as a Source of Competitive Advantage: Strategies Applied to The Retail Jewellery Sector

Abstract

Technological advancements and the growing emphasis on entrepreneurship have reshaped market dynamics, making innovation and differentiation key drivers of competitive advantage. In the highly competitive jewellery sector, strategic management and value chain integration are essential to align internal processes with market demands. This study analysed the strategies adopted by a jewellery business group in Rio Grande do Norte, based on Porter’s Value Chain framework. The qualitative research included semi-structured interviews, document analysis, and direct observation. The findings indicate that the formalization of procedures, adoption of technologies such as CRM systems, and employee training contributed to increased efficiency and improved customer service. However, challenges were identified, including centralized decision-making and the lack of consolidated marketing and after-sales strategies. It is concluded that the standardization of operations and the strengthening of support activities enhanced organizational integration and contributed to the group’s consolidation in the market.