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Abstract(s)
A inexistência ou a reduzida experiência internacional torna as empresas mais vulneráveis e com maior dubiedade relativamente ao risco, necessitando, em muitos casos, de estímulos externos para despoletar o processo. Além disso, na fase inicial, a fase das decisões, as barreiras colocam-se na aquisição e interpretação da informação relevante.
Motivadas pela aversão ao risco e pela inexperiência internacional, as empresas tendem a iniciar as suas atividades em países próximos para, gradualmente e à medida que adquirem experiência internacional, passarem a atuar em países mais distantes. Este percurso ocorre porque os mercados são diferenciados, existindo uma distância psicológica, entendida como: “fatores que impossibilitam ou causam distúrbios na aprendizagem e entendimento sobre os mercados externos”.
A expansão para mercados geograficamente próximos onde, à partida, a empresa conheceria o ambiente de negócios, sendo o risco de atuação mais reduzido, não é sinónimo indubitável de sucesso. Por outro lado, as mudanças políticas e sociais verificadas nos últimos anos, a liberalização ocorrida no sistema comercial multilateral, a Internet, a consolidação da língua inglesa nos negócios internacionais e o crescimento da disponibilidade dos recursos humanos com competência no domínio internacional, fizeram com que o mundo “encolhesse”, enfraquecendo o poder explicativo da distância geográfica na escolha dos mercados de atuação das empresas. Ainda assim, não devemos considerar que o mundo se tornou homogéneo, pois continuam a subsistir diferenças consideráveis em campos fundamentais do desenvolvimento dos negócios internacionais, nomeadamente na esfera das relações interpessoais, inibidoras, em muitos casos, da compreensão de ambientes externos, dos consumidores e da deteção de oportunidades. As lacunas ainda existentes continuam a impossibilitar a penetração e construção de relações de confiança com parceiros integrados em redes internacionais.
Ora, o interesse em desenvolver um estágio Curricular na Theralab manifestou-se pelo interesse de expansão para novos países de uma empresa já, ela, internacionalizada. O estágio realizado é o resultado de seis meses de experiência na prospeção de mercados externos no segmento dos suplementos alimentares. Este relatório surge como objeto final de avaliação para a conclusão do Mestrado em Relações Internacionais.
The low levels of international experience and global projection makes companies more vulnerable to market competitiveness and creates unnecessary ambiguity and risk. This realization must enable companies to respond to such challenges, namely by developing an strategy for the acquisition and interpretation of relevant information. Motivated by their exposure to risk and given their international inexperience, companies tend to start their activities in nearby countries so as to gradually acquire such visibility and know-how. This initiative allows companies to understand the "factors that prevent or cause disturbances in the learning and understanding of foreign markets". On the one hand, the expansion into nearby markets where normally the company would tend to be more familiar with the business environment and contain risk is not necessarily a guaranteed recipe for success. On the other hand, the political and social changes of the last decade, the liberalization of global exchange, the multilateralization of the international trading system, the Internet, the definite assertion of English as the lingua franca of international business and the growth of the availability of human resources with expertise in the international field has severely limited geographic distance as a valid criterion for companies when it comes to choosing their markets. Nevertheless, in spite of the increased uniformity of global commerce, the real world of business remains marked by heterogeneity because there are still considerable differences in key fields of international business, particularly in the sphere of interpersonal relationships. These inhibit, in many cases, the understanding of external environments, of consumer preferences and the demand for new investment destinations as well as market opportunities. The remaining gaps still limit the penetration capacity of companies and the development of trust and confidence of partners in international networks. My interest in developing a curricular internship at Theralab came up allowed me to understand more clearly its expansion into new countries, in a company that was already highly internationalized in several fronts. The internship is the result of six months of experience in the exploration of international markets in food supplements segment. Hence, this report constitutes the final evaluation of the internship leading to my Masters degree in International Relations at the University of Beira Interior.
The low levels of international experience and global projection makes companies more vulnerable to market competitiveness and creates unnecessary ambiguity and risk. This realization must enable companies to respond to such challenges, namely by developing an strategy for the acquisition and interpretation of relevant information. Motivated by their exposure to risk and given their international inexperience, companies tend to start their activities in nearby countries so as to gradually acquire such visibility and know-how. This initiative allows companies to understand the "factors that prevent or cause disturbances in the learning and understanding of foreign markets". On the one hand, the expansion into nearby markets where normally the company would tend to be more familiar with the business environment and contain risk is not necessarily a guaranteed recipe for success. On the other hand, the political and social changes of the last decade, the liberalization of global exchange, the multilateralization of the international trading system, the Internet, the definite assertion of English as the lingua franca of international business and the growth of the availability of human resources with expertise in the international field has severely limited geographic distance as a valid criterion for companies when it comes to choosing their markets. Nevertheless, in spite of the increased uniformity of global commerce, the real world of business remains marked by heterogeneity because there are still considerable differences in key fields of international business, particularly in the sphere of interpersonal relationships. These inhibit, in many cases, the understanding of external environments, of consumer preferences and the demand for new investment destinations as well as market opportunities. The remaining gaps still limit the penetration capacity of companies and the development of trust and confidence of partners in international networks. My interest in developing a curricular internship at Theralab came up allowed me to understand more clearly its expansion into new countries, in a company that was already highly internationalized in several fronts. The internship is the result of six months of experience in the exploration of international markets in food supplements segment. Hence, this report constitutes the final evaluation of the internship leading to my Masters degree in International Relations at the University of Beira Interior.
Description
Keywords
Estágio Internacionalização Relatório Suplementos Alimentares Theralab