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Orientador(es)
Resumo(s)
Resumo—O principal objetivo deste estudo é analisar as
estratégias de internacionalização das empresas portuguesas do
setor cervejeiro.
Aliando estrategicamente a teoria à prática, nesta investigação
enveredou-se pela metodologia qualitativa, com recurso ao
método do caso através do estudo da maior e mais
exemplificativa multinacional portuguesa do setor cervejeiro.
Através da evidência empírica e da documentação da empresa,
elaboramos a análise da estratégia com recurso à matriz SWOT.
Foi-nos possível concluir que as caraterísticas do mercado podem
influenciar a estratégia a adotar pelas empresas ao penetrar nos
mercados externos.
This study aims to analyze the strategies of internationalization of Portuguese companies in the beer industry, as we approach the forms, strategies, motivations and barriers of internationalization as well as the competitive advantage in foreign markets. We also intend that this study will serve as a support tool for decision making by managers, who aspire to internationalize their businesses, especially in the beer industry. Strategically combining theory with practice, this research embarked the qualitative methodology, using the case method by studying the largest and most exemplary Portuguese multinational beer industry. By empirical evidence and the company's documentation, elaborate strategy analysis using the SWOT matrix. We were able to conclude that market characteristics may influence the strategy to adopt for companies to penetrate foreign markets.
This study aims to analyze the strategies of internationalization of Portuguese companies in the beer industry, as we approach the forms, strategies, motivations and barriers of internationalization as well as the competitive advantage in foreign markets. We also intend that this study will serve as a support tool for decision making by managers, who aspire to internationalize their businesses, especially in the beer industry. Strategically combining theory with practice, this research embarked the qualitative methodology, using the case method by studying the largest and most exemplary Portuguese multinational beer industry. By empirical evidence and the company's documentation, elaborate strategy analysis using the SWOT matrix. We were able to conclude that market characteristics may influence the strategy to adopt for companies to penetrate foreign markets.
Descrição
Palavras-chave
Estratégia Internacionalização Vantagem competitiva Setor cervejeiro Stratgy Internationalization Competitive advantage Beer industry