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Os fatores culturais influenciam o sucesso da comunicação entre pessoas de origens culturais diversas, todavia podem também ser cruciais quando se trata da realização de um negócio em mercados externos. Deste modo, quando uma empresa pretende ingressar em outros mercados deve primeiramente considerar a cultura do mercado-alvo para que seja possível averiguar como se deverá comportar transculturalmente. A competência cultural tornou-se atualmente uma grande vantagem para as empresas multinacionais. Poder contar com pessoas culturalmente competentes é essencial dado que estão cientes das barreiras que podem ocorrer durante os encontros e comunicações interculturais pois saberão como geri-las de forma a evitar possíveis conflitos. A cultura desempenha um papel relevante quando se negoceia fora. Na área do Marketing compreender e avaliar as diferenças culturais pode ser um fator decisivo, pois pode auxiliar uma empresa a operar eficazmente além-fronteiras, de forma a diminuir a competitividade e a conquistar a sua segmentação de mercado com sucesso.
Esta dissertação foca-se em como exatamente a escolha das Estratégias de Marketing por parte de uma empresa afetam o negócio, através da análise de diversos estudos de caso que fornecem uma visão do que deve ser feito e evitado ao distribuir um produto ou serviço num novo mercado. O expectável é reconhecer se a adaptação cultural dessas estratégias influencia, e de que forma, um negócio e se as empresas atingem – ou não – o seu objetivo final. O enquadramento teórico deste estudo foi desenvolvido através da análise do conceito de cultura e de como a comunicação se desenrola entre comunidades distintas, e, o enquadramento prático feito com variados estudos de caso para que ao se interligar com a área do Marketing se entenda como a cultura afeta a disseminação de mensagens. Ademais, este artigo visa examinar como desafios no marketing transcultural podem ser contornados através do conhecimento e competências em culturas estrangeiras.
Cultural factors are known to influence the success of communication between people of distinct cultural backgrounds, but they can also be crucial when it comes to the achievement of a business in external markets. Thus, when a company desires to enter other markets it should first consider the culture of the target market so it is feasible to analyze how it should behave cross-culturally. Cultural competence has become a major asset nowadays for multinational organizations. Relying on culturally competent people is significant since they are aware of the barriers that can occur during intercultural encounters and communications as they will know how to manage those to avoid possible conflicts. Culture plays an important role when marketing abroad. In the area of Marketing understanding cultural differences is a decisive factor to take advantage of as it might assist a company to perform effectively beyond borders to diminish competitiveness and conquer their market segmentation successfully. This dissertation will focus on exactly how the organizations’ choice of Marketing Strategies affects a business, through the analysis of diverse case studies which provide a vision of what should be done and what to avoid when marketing a service or product in a new market. The expectation is to acknowledge how the cultural adaptation of those strategies influences a business, and if organizations accomplish – or not – their ultimate goal. The theoretical framework of this study was developed through the analysis of the concept of culture and how communication unfolds itself amongst dissimilar societies, and the practical framework with varied case studies, so when connecting with the area of Marketing it is understood how culture affects the spread of messages. Furthermore, this paper aims to examine how cross-cultural marketing challenges can be circumvented through knowledge and skills in foreign cultures.
Cultural factors are known to influence the success of communication between people of distinct cultural backgrounds, but they can also be crucial when it comes to the achievement of a business in external markets. Thus, when a company desires to enter other markets it should first consider the culture of the target market so it is feasible to analyze how it should behave cross-culturally. Cultural competence has become a major asset nowadays for multinational organizations. Relying on culturally competent people is significant since they are aware of the barriers that can occur during intercultural encounters and communications as they will know how to manage those to avoid possible conflicts. Culture plays an important role when marketing abroad. In the area of Marketing understanding cultural differences is a decisive factor to take advantage of as it might assist a company to perform effectively beyond borders to diminish competitiveness and conquer their market segmentation successfully. This dissertation will focus on exactly how the organizations’ choice of Marketing Strategies affects a business, through the analysis of diverse case studies which provide a vision of what should be done and what to avoid when marketing a service or product in a new market. The expectation is to acknowledge how the cultural adaptation of those strategies influences a business, and if organizations accomplish – or not – their ultimate goal. The theoretical framework of this study was developed through the analysis of the concept of culture and how communication unfolds itself amongst dissimilar societies, and the practical framework with varied case studies, so when connecting with the area of Marketing it is understood how culture affects the spread of messages. Furthermore, this paper aims to examine how cross-cultural marketing challenges can be circumvented through knowledge and skills in foreign cultures.
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Keywords
Cultura Adaptação cultural Estratégias de marketing Negócio Culture Cultural Adaptation Marketing strategies Business