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Abstract(s)
Numa era marcada pela globalização, as empresas ao redor do mundo empenham-se na
busca pelo crescimento, impulsionadas pela promessa de um maior sucesso. Deste
modo, a interação entre a interculturalidade e a internacionalização surge, neste cenário
global, como tema central na busca pelo mesmo.
A presente tese embarca numa extensa viagem de investigação baseada na complexa
estrutura de relacionamentos, desafios e oportunidades que definem o cenário
contemporâneo dos negócios internacionais, aplicando-lhe uma abordagem de método
qualitativo baseada em entrevistas, análise de dados e exame de estudos de caso
complementares. Verificaremos que a interculturalidade e a competência intercultural
são, de facto, um fator extremamente importante na internacionalização de um negócio,
porém apuraremos também que não funciona isoladamente – existem outros fatores
como o marketing e o branding que auxiliam este processo.
Sendo um elemento pertence ao corpo académico do mestrado de estudos interculturais
para negócios, situada no contexto dinâmico e profissional da Confeções Berna LDA,
uma fábrica de vestuário de luxo, este projeto de investigação justifica-se pela
necessidade crítica das empresas compreenderem e se adaptarem aos diversos bens
culturais, pelo potencial de crescimento que representa tal como a contribuição para o
conhecimento na área de estudos interculturais e negócios internacionais.
In an era marked by globalization, businesses all around the world are engaged in a pursuit of growth, driven by the promise of increased success. The interaction between interculturality and internationalisation has emerged as a central theme in the quest for success on the global stage. This thesis embarks on a journey of exploring the complex web of relationships, challenges, and opportunities that define the contemporary landscape of international business, by employing a qualitative method approach based on interviews, data analysis and examination of supplementary case studies. We will verify that interculturality and intercultural competence is, in fact, an extremely important factor in the internationalization of a business. However, we will also recognize that this competence alone is not enough — there are other factors, such as marketing and branding, that assist this process. As a student of intercultural studies for business, situated within the dynamic and professional context of Confeções Berna LDA, a luxury clothing manufacturer, this research project is justified by the critical need for businesses to understand and adapt to diverse cultural goods, as well as the growth potential it represents, such as the contribution to the body of knowledge in the field of intercultural studies and international business.
In an era marked by globalization, businesses all around the world are engaged in a pursuit of growth, driven by the promise of increased success. The interaction between interculturality and internationalisation has emerged as a central theme in the quest for success on the global stage. This thesis embarks on a journey of exploring the complex web of relationships, challenges, and opportunities that define the contemporary landscape of international business, by employing a qualitative method approach based on interviews, data analysis and examination of supplementary case studies. We will verify that interculturality and intercultural competence is, in fact, an extremely important factor in the internationalization of a business. However, we will also recognize that this competence alone is not enough — there are other factors, such as marketing and branding, that assist this process. As a student of intercultural studies for business, situated within the dynamic and professional context of Confeções Berna LDA, a luxury clothing manufacturer, this research project is justified by the critical need for businesses to understand and adapt to diverse cultural goods, as well as the growth potential it represents, such as the contribution to the body of knowledge in the field of intercultural studies and international business.
Description
Keywords
Interculturality Internationalization Business growth Globalization Interculturalidade Globalização Internacionalização Evolução de negócio