O processo de internacionalização e as estratégias de marketing internacional: a importância da comunicação internacional de 76 empresas portuguesas
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2015-12-01
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Com o fim da Segunda Guerra Mundial, e a abertura do comercial internacional, tem-se percebido uma ambição internacional por parte do setor empresarial. Impulsionado pela globalização, dos mercados, gostos e atitudes dos consumidores a internacionalização é alvo de estudos profundos, em relação aos condicionantes, estratégias e resultados do processo de internacionalização. Vender nos mercados externos é um processo complicado, que necessita de uma análise das competências centrais das empresas e das suas capacidades em recursos de forma a realizar pesquisas que permitem às empresas posicionarem-se internacionalmente de forma competitiva. A revisão da literatura debruça-se sobre as teorias da internacionalização de origem económica e comportamental, analisa os modos de entrada nos mercados, a seleção dos mercados, as motivações e barreiras à internacionalização, analisa o planeamento estratégico internacional e por fim analisa as políticas de marketing internacional. Esta dissertação aborda o processo de internacionalização e a obtenção de estratégias internacionais, de 76 empresas exportadoras, com especial enfoque para a importância da comunicação internacional nas estratégias de marketing internacional. A metodologia escolhida para a realização desta dissertação foi o questionário elaborado e distribuído online em empresas exportadoras portuguesas. Os dados obtidos nesta pesquisa revelam que a amostra entra nos mercados externos principalmente pela exportação, independentemente do porte da empresa, que ultrapassaram as barreias culturais à exportação, que realizaram a alocação de recursos na sua cadeia de valores, que realizaram um planeamento estratégia internacional, que construíram vantagens competitivas baseadas na diferenciação, segmentação, qualidade e inovação e, que, fundamentalmente, reconheceram a importância da comunicação como a principal vantagem na realização de negócios internacionais. O estudo desta temática é relevante na medida que reflete os cenários que as empresas podem deparar quando pretendem iniciar o processo de internacionalização, assim como pode contribuir para a sobrevivência das empresas no mercado externo.
With the end of the Second World War, and the opening of the international commercial, an international ambition has been realized by part of the business sector. Driven by the globalization, of the markets, tastes and attitudes of the consumers to internationalization it is a target of deep studies, regarding the restrictions, strategies and results of the process of internationalization. To sell in the foreign markets is a complicated process, which needs an analysis of the central competences of the enterprises and of his capacities in form resources carrying out inquiries that they allow to the enterprises to be positioned internationally in the competitive form. The revision of the literature is bent on the theories of the internationalization of economical origin and comportamental, analyses the ways of entry in the markets, the selection of the markets, the motivations and barriers to the internationalization, analyze the international strategic planning and for end it analyses the policies of international marketing. This dissertation boards the process of internationalization and getting international strategies, 76 exporting enterprises, with special approach for the importance of the international communication in the strategies of international marketing. The methodology chosen for the realization of this dissertation was the online prepared and distributed questionnaire in Portuguese exporting enterprises. The data obtained in this inquiry show that the sample enters in the foreign markets mainly for the export, independently of the transport of the enterprise, what they exceeded you clay cultural to the export, which they carried out the resource allocation in his valuable chain, which it carried out a planning international strategy, which there built competitive advantages based on the differentiation, segmentation, quality and innovation and, what, fundamentally, recognized the importance of the communication as the main advantage in the realization of international business. The study of this theme is relevant in the measure that reflects the sceneries whom the enterprises can reveal when they intend to begin the process of internationalization, as well as it can contribute to the survival of the enterprises in the foreign market.
With the end of the Second World War, and the opening of the international commercial, an international ambition has been realized by part of the business sector. Driven by the globalization, of the markets, tastes and attitudes of the consumers to internationalization it is a target of deep studies, regarding the restrictions, strategies and results of the process of internationalization. To sell in the foreign markets is a complicated process, which needs an analysis of the central competences of the enterprises and of his capacities in form resources carrying out inquiries that they allow to the enterprises to be positioned internationally in the competitive form. The revision of the literature is bent on the theories of the internationalization of economical origin and comportamental, analyses the ways of entry in the markets, the selection of the markets, the motivations and barriers to the internationalization, analyze the international strategic planning and for end it analyses the policies of international marketing. This dissertation boards the process of internationalization and getting international strategies, 76 exporting enterprises, with special approach for the importance of the international communication in the strategies of international marketing. The methodology chosen for the realization of this dissertation was the online prepared and distributed questionnaire in Portuguese exporting enterprises. The data obtained in this inquiry show that the sample enters in the foreign markets mainly for the export, independently of the transport of the enterprise, what they exceeded you clay cultural to the export, which they carried out the resource allocation in his valuable chain, which it carried out a planning international strategy, which there built competitive advantages based on the differentiation, segmentation, quality and innovation and, what, fundamentally, recognized the importance of the communication as the main advantage in the realization of international business. The study of this theme is relevant in the measure that reflects the sceneries whom the enterprises can reveal when they intend to begin the process of internationalization, as well as it can contribute to the survival of the enterprises in the foreign market.
Descrição
Dissertação de Mestrado em Ciências da Comunicação
Palavras-chave
Comunicação , Estratégias , Marketing , Vantagem competitiva , Internacionalização