Nowadays efforts have to be centered on integrating innovation in the
basic business plan and organizational structure of a company. We are experiencing a clear development of trends in the footwear sector as well as the extinction of the medium prices segment. Consequently, a new balance has been established with a widening niche of the lower prices segment and stabilization in top of the line products.

Some specific actions have contributed to attain this new trend such as the extension of antidumping measures in import policies, allowing low cost footwear manufactured abroad to be sold at lower prices than local production costs.

For this reason, thanks to innovation and creativity we can and must become more competitive and diversified in both products and services. The local footwear industry has to adapt its marketing strategy and generate high quality products for the end user instead of focusing on cost reduction policies.

.

One of the options to increase the value and diversification and build technological barriers against the competitors is to implement the technological research, development and innovation for products and processes

Through these measures it's possible to improve the current characteristics of the shoe, adding new capabilities or improving the efficiency and sustainability of both process and product. The importance of designing structures and processes that allow the incorporation of innovation as something natural in the organization is one of key points to bear in mind.