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Advisor(s)
Abstract(s)
Cada vez mais com o mercado globalizado e a sua aproximação e contato direto
através da tecnologia disponibilizada mundialmente, as empresas buscam a
internacionalização como forma de estratégia para um melhor direcionamento de seus
negócios e, por vezes, como uma alternativa a mercados bastante concorrentes entre si e
muitas das vezes já saturados. A internacionalização surge como uma ótima opção para se
obter vantagem competitiva e maiores lucros, onde buscam moedas mais valorizadas e as
facilidades que podem gerar as proximidades culturais e psíquicas entre países além das
fronteiras.
As estratégias adotadas para a internacionalização, podem variar de acordo com a
empresa em questão, o tipo de atividade exercida, os recursos que a empresa dispõe e país
para o qual se pretende internacionalizar. A proximidade cultural e psíquica, são de suma
importância como também as relações comerciais entre novos países a serem explorados.
Este projeto de investigação tem o objetivo analisar e descrever como foi
desenvolvido um processo de internacionalização específico de uma empresa brasileira, do
ramo de bebidas espirituosas, para o mercado europeu. O estudo de caso foi a metodologia
escolhida, por ser o método de pesquisa qualitativa mais adequado à proposta de
investigação, no intuito de perceber como e porque o processo de internacionalização foi
realizado.
Como resultados deste projeto, constatou-se o alinhamento entre as teorias de
internacionalização discutidas com as estratégias e objetivos perseguidos pelas empresas
envolvidas, para o planeamento e execução do processo inicial de internacionalização.
Verificou-se ainda que as parcerias são importantes para o sucesso de entrada em
mercados internacionais.
Increasingly with the globalized market and its approach and direct contact through technology available worldwide, companies seek internationalization as a strategy for better targeting their business and, sometimes, as an alternative to highly competitive markets. and often already saturated. Internationalization emerges as a great option to obtain competitive advantage and greater profits, where they seek more valued currencies and the facilities that can generate cultural and psychic closeness between countries beyond borders. The strategies adopted for internationalization may vary according to the company in question, the type of activity carried out, the resources the company has and the country to which it is intended to internationalize. The cultural and psychic proximity are of paramount importance as well as the commercial relations between new countries to be explored. This research project aims to analyze and describe how a specific internationalization process of a Brazilian company, in the spirits sector, was developed for the European market. The case study was the chosen methodology, as it is the most appropriate qualitative research method for the research proposal, in order to understand how and why the internationalization process was carried out. As a result of this project, there was an alignment between the internationalization theories discussed with the strategies and objectives pursued by the companies involved, for the planning and execution of the initial internationalization process. It was also found that partnerships are important for the successful entry into international markets.
Increasingly with the globalized market and its approach and direct contact through technology available worldwide, companies seek internationalization as a strategy for better targeting their business and, sometimes, as an alternative to highly competitive markets. and often already saturated. Internationalization emerges as a great option to obtain competitive advantage and greater profits, where they seek more valued currencies and the facilities that can generate cultural and psychic closeness between countries beyond borders. The strategies adopted for internationalization may vary according to the company in question, the type of activity carried out, the resources the company has and the country to which it is intended to internationalize. The cultural and psychic proximity are of paramount importance as well as the commercial relations between new countries to be explored. This research project aims to analyze and describe how a specific internationalization process of a Brazilian company, in the spirits sector, was developed for the European market. The case study was the chosen methodology, as it is the most appropriate qualitative research method for the research proposal, in order to understand how and why the internationalization process was carried out. As a result of this project, there was an alignment between the internationalization theories discussed with the strategies and objectives pursued by the companies involved, for the planning and execution of the initial internationalization process. It was also found that partnerships are important for the successful entry into international markets.
Description
Keywords
Proximidade Cultural Estratégias Internacionalização de Empresas Parcerias Relações Comerciais