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Soft Power Empresarial: a cultura e a identidade local na internacionalização da cerâmica portuguesa
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Esta dissertação analisa de que forma a cultura e a identidade local podem ser mobilizadas
pelas empresas portuguesas de cerâmica como recursos de soft power empresarial no
processo de internacionalização. O objetivo principal é compreender de que modo estes
elementos são integrados nas estratégias de produto, comunicação e branding,
contribuindo para a reputação, atratividade e diferenciação das empresas nos mercados
externos.
Para responder a este objetivo, foi adotada uma abordagem qualitativa, com recurso ao
estudo de casos múltiplos, tendo sido analisadas quatro empresas do setor da cerâmica
portuguesa. A recolha de dados foi realizada através de entrevistas semiestruturadas.
Os resultados mostram que a cultura e a identidade local são mobilizadas de forma distinta
pelas empresas estudadas, ora através da valorização do património, da tradição e da
origem territorial, ora por meio de narrativas associadas ao design, à qualidade e à
autenticidade. Verificou-se ainda que estes elementos reforçam a atratividade das marcas
nos mercados externos, sobretudo quando são articulados com coerência estratégica e
consistência comunicacional. Conclui-se, assim, que a cultura e a identidade local podem
constituir um recurso relevante de soft power empresarial na internacionalização da
cerâmica portuguesa.
This dissertation examines how local culture and identity can be mobilized by Portuguese ceramics companies as instruments of corporate soft power in the internationalization process. The main objective is to understand how these elements are integrated into product, communication, and branding strategies, contributing to the companies’ reputation, attractiveness, and differentiation in foreign markets. To achieve this objective, a qualitative approach was adopted, using a multiple-case study design, with four companies from the Portuguese ceramics sector being analyzed. Data were collected through semi-structured interviews. The findings show that local culture and identity are mobilized in different ways by the companies studied, sometimes through the valorization of heritage, tradition, and territorial origin, and other times through narratives associated with design, quality, and authenticity. The results also indicate that these symbolic elements strengthen brand attractiveness in foreign markets, especially when combined with strategic coherence and communication consistency. It is therefore concluded that local culture and identity can constitute an important corporate soft power resource in the internationalization of Portuguese ceramics.
This dissertation examines how local culture and identity can be mobilized by Portuguese ceramics companies as instruments of corporate soft power in the internationalization process. The main objective is to understand how these elements are integrated into product, communication, and branding strategies, contributing to the companies’ reputation, attractiveness, and differentiation in foreign markets. To achieve this objective, a qualitative approach was adopted, using a multiple-case study design, with four companies from the Portuguese ceramics sector being analyzed. Data were collected through semi-structured interviews. The findings show that local culture and identity are mobilized in different ways by the companies studied, sometimes through the valorization of heritage, tradition, and territorial origin, and other times through narratives associated with design, quality, and authenticity. The results also indicate that these symbolic elements strengthen brand attractiveness in foreign markets, especially when combined with strategic coherence and communication consistency. It is therefore concluded that local culture and identity can constitute an important corporate soft power resource in the internationalization of Portuguese ceramics.
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Palavras-chave
Soft power empresarial Cultura local Identidade local Internacionalização Setor da cerâmica portuguesa Estudo de casos múltiplos Corporate soft power Local culture Local identity