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O papel da cultura nacional no processo de internacionalização de empresas ambientalmente sustentáveis
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A crescente pressão por modelos de negócios sustentáveis, bem como a procura pela diferenciação competitiva nos mercados internacionais, tem levado as empresas a adotar práticas de economia circular (EC). A EC, além de proporcionar benefícios ambientais, oferece também vantagens estratégicas, especialmente no contexto da internacionalização. No entanto, a influência dessas práticas na rapidez com que uma empresa entra pela primeira vez nos mercados internacionais (precocidade de internacionalização), permanece um tema pouco explorado. De igual modo, a cultura nacional dos mercados de destino pode desempenhar um papel determinante nesta relação. Sendo assim, o principal objetivo deste estudo consiste em analisar o papel moderador da cultura nacional do primeiro mercado internacional na relação entre a adoção de práticas de EC e a precocidade de internacionalização.
Para esse efeito, recorreu-se a uma metodologia de natureza quantitativa, baseada na aplicação de um questionário a 74 gestores de pequenas e médias empresas (PME) portuguesas, complementado com dados secundários provenientes do Sistema de Análise de Balanços Ibéricos (SABI) e da base de dados de Geert Hofstede. Os dados recolhidos foram tratados através de Análise Fatorial Exploratória (AFE) e da Análise de Equações Estruturais (AEE) com recurso ao software SmartPLS.
Os resultados indicam que a adoção de práticas de EC exerce um efeito positivo na precocidade de internacionalização e que esta relação tende a ser mais forte quando a primeira internacionalização ocorre em mercados caracterizados por baixa aversão à incerteza, predominância de valores masculinos e menor grau de individualismo. Sendo assim, é possível concluir que as dimensões culturais do mercado de destino condicionam o sucesso da internacionalização precoce e que a economia circular pode funcionar como um recurso estratégico diferenciador para as PME, pelo que os gestores devem procurar alinhar as suas práticas de EC com os contextos culturais dos países de entrada.
The increasing pressure for sustainable business models, alongside the pursuit of competitive differentiation in international markets, has led firms to adopt circular economy (CE) practices. CE not only provides environmental benefits but also offers strategic advantages, particularly in the context of internationalisation. However, the influence of these practices on the speed with which a firm enters international markets for the first time (earliness of internationalisation) remains an underexplored topic. Similarly, the national culture of target markets may play a determining role in this relationship. Accordingly, the main purpose of this study is to explore the moderating role of the national culture of the first international market in the relationship between the adoption of CE practices and the earliness of internationalisation. To this end, a quantitative methodology was employed, based on a survey of 74 managers of Portuguese small and medium-sized enterprises (SMEs), complemented with secondary data from the Iberian Balance Analysis System (SABI) and Geert Hofstede’s cultural database. The collected data were analysed using Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) with the SmartPLS software. The results indicate that the adoption of CE practices has a positive effect on the earliness of internationalisation, and that this relationship tends to be stronger when the first internationalisation occurs in markets characterized by low uncertainty avoidance, predominance of masculine values, and lower levels of individualism. Accordingly, it can be concluded that the cultural dimensions of the target market condition the success of early internationalisation and that circular economy practices can function as a strategic differentiating resource for SMEs, suggesting that managers should seek to align their CE practices with the cultural contexts of the target countries.
The increasing pressure for sustainable business models, alongside the pursuit of competitive differentiation in international markets, has led firms to adopt circular economy (CE) practices. CE not only provides environmental benefits but also offers strategic advantages, particularly in the context of internationalisation. However, the influence of these practices on the speed with which a firm enters international markets for the first time (earliness of internationalisation) remains an underexplored topic. Similarly, the national culture of target markets may play a determining role in this relationship. Accordingly, the main purpose of this study is to explore the moderating role of the national culture of the first international market in the relationship between the adoption of CE practices and the earliness of internationalisation. To this end, a quantitative methodology was employed, based on a survey of 74 managers of Portuguese small and medium-sized enterprises (SMEs), complemented with secondary data from the Iberian Balance Analysis System (SABI) and Geert Hofstede’s cultural database. The collected data were analysed using Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) with the SmartPLS software. The results indicate that the adoption of CE practices has a positive effect on the earliness of internationalisation, and that this relationship tends to be stronger when the first internationalisation occurs in markets characterized by low uncertainty avoidance, predominance of masculine values, and lower levels of individualism. Accordingly, it can be concluded that the cultural dimensions of the target market condition the success of early internationalisation and that circular economy practices can function as a strategic differentiating resource for SMEs, suggesting that managers should seek to align their CE practices with the cultural contexts of the target countries.
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Cultura nacional Dimensões Culturais de Hofstede Práticas de Economia Circular Precocidade da Internacionalização Sustentabilidade