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Advisor(s)
Abstract(s)
Esta investigação examina o papel da marca no processo de internacionalização de PME
portuguesas e o modo como as estratégias de internacionalização e de marca se articulam na
procura de um melhor desempenho empresarial num quadro de concorrência e
competitividade acrescida. Os principais objectivos são analisar: 1) a estratégia de criação e
gestão da marca; 2) a relevância concedida à marca; 3) a gestão e importância da marca na
estratégia de internacionalização.
Em termos metodológicos, optou-se por investigação qualitativa, através do método de
investigação de estudo de caso. A unidade de análise para a elaboração deste estudo é a
organização. O estudo empírico foi realizado a partir de quatro casos, duas empresas no
sector vinícola e duas empresas no sector têxtil. Foram utilizadas maioritariamente fontes de
informação primária através de entrevistas e documentos fornecidos pelas empresas.
Os resultados deste estudo sugerem que as estratégias de branding em PME não podem ser
comparadas com as estratégias das multinacionais. As limitações orçamentais e de recursos
humanos levam as empresas a apostar em estratégias de baixo custo. A importância da marca
reside na distinção que esta permite face a produtos concorrentes, porém, não é
percecionada como um ativo que pode acrescentar valor à empresa. Assim, não existe um
planeamento na transformação de uma marca nacional numa marca internacional aquando do
processo de internacionalização, não sendo a gestão da marca uma estratégia essencial para a
internacionalização de uma PME portuguesa.
This research examines the role of branding in the Portuguese SMEs internationalization process and how the internationalization and brand strategies are articulated in the search for a better business performance within a competitive framework and increasing competitiveness environment. The main objectives are to analyse: 1) the strategy of creation and brand management; 2) the relevance given to the brand; 3) the importance of brand creation and management in the internationalization strategy. Concerning the methodology, we chose the qualitative research, based on case studies. The unit of analysis for this study is the organization. The empirical study was carried out considering four cases, two companies in the wine sector and two companies in the textile sector. Primary sources of information have been used: interviews and data provided by the companies. The outcomes of this study suggest that the branding strategies of SMEs can not be compared with the strategies of multinationals. Budgetary constraints and human resources lead companies to invest in low-cost strategies. The importance of the brand lies in the distinction that allows competition with similar products within the sectors. However, this is not perceived as an asset that can add value to the company. Thus, there is no planning in the transformation of a national brand into an international one in the internationalization process. This way, the management of the brand does not come up as an essential strategy for the internationalization of Portuguese SMEs.
This research examines the role of branding in the Portuguese SMEs internationalization process and how the internationalization and brand strategies are articulated in the search for a better business performance within a competitive framework and increasing competitiveness environment. The main objectives are to analyse: 1) the strategy of creation and brand management; 2) the relevance given to the brand; 3) the importance of brand creation and management in the internationalization strategy. Concerning the methodology, we chose the qualitative research, based on case studies. The unit of analysis for this study is the organization. The empirical study was carried out considering four cases, two companies in the wine sector and two companies in the textile sector. Primary sources of information have been used: interviews and data provided by the companies. The outcomes of this study suggest that the branding strategies of SMEs can not be compared with the strategies of multinationals. Budgetary constraints and human resources lead companies to invest in low-cost strategies. The importance of the brand lies in the distinction that allows competition with similar products within the sectors. However, this is not perceived as an asset that can add value to the company. Thus, there is no planning in the transformation of a national brand into an international one in the internationalization process. This way, the management of the brand does not come up as an essential strategy for the internationalization of Portuguese SMEs.
Description
Keywords
Branding Internacionalização Marca Pme