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Authors
Abstract(s)
O presente relatório incide sobre o estágio realizado no âmbito do mestrado em Estudos
Interculturais para Negócios do ISCAP, Instituto Superior de Contabilidade e
Administração do Porto. O estágio decorreu numa pequena e média empresa (PME)
francesa especializada nas necessidades industriais e logísticas, nomeadamente no que
diz respeito aos serviços de marketing e e-commerce. A globalização e a
internacionalização tiveram um impacto no mundo dos negócios e mudaram a forma de
trabalhar e negociar. As pequenas e médias empresas estão tão preocupadas quanto as
grandes. Embora as motivações da internacionalização sejam diferentes, é importante
considerar a internacionalização das PME. A internacionalização tem levantado questões
quanto à gestão intercultural e como lidar com países e culturas estrangeiras, com
particular interesse nas estratégias que devem ser adotadas. O objetivo deste relatório é
definir conceitos-chave como a globalização, internacionalização, cultura e
interculturalidade e compreender como é que este panorama teve impacto numa PME
específica e nas suas estratégias de marketing, que representam a base do sucesso da
empresa. A empresa é descrita, e as atividades e os projetos executados durante o estágio
de seis meses são descritos e analisados.
This report will cover the internship realised within the framework of the master’s degree in Intercultural Studies for Business from the Porto Business School (ISCAP, Instituto Superior de Contabilidade e Admnistraçao do Porto). The internship took place in a French small and medium-size business (SMEs) specialized in industry and logistic needs, particularly regarding the marketing and e-commerce services. Globalisation and internationalisation have had an impact on the business world and have changed the way of working and negotiating. Small and medium-size businesses are as concerned as large corporations. Even if the mode and motivations of internationalisation are different, it is important to consider the internationalisation of SMEs. The internationalisation of companies has raised questions as to intercultural management and as to how to deal with foreign countries and cultures with an interest in the strategies that should be adopted? The objective of this report is to define key concept such as the globalisation, internationalisation, culture and interculturality and understand how these concepts have had an impact on a specific SME and its marketing strategies which represent the foundation of a company’s success. Moreover, the SME company is described, and some missions and projects executed during the six-month internship are described and analysed.
This report will cover the internship realised within the framework of the master’s degree in Intercultural Studies for Business from the Porto Business School (ISCAP, Instituto Superior de Contabilidade e Admnistraçao do Porto). The internship took place in a French small and medium-size business (SMEs) specialized in industry and logistic needs, particularly regarding the marketing and e-commerce services. Globalisation and internationalisation have had an impact on the business world and have changed the way of working and negotiating. Small and medium-size businesses are as concerned as large corporations. Even if the mode and motivations of internationalisation are different, it is important to consider the internationalisation of SMEs. The internationalisation of companies has raised questions as to intercultural management and as to how to deal with foreign countries and cultures with an interest in the strategies that should be adopted? The objective of this report is to define key concept such as the globalisation, internationalisation, culture and interculturality and understand how these concepts have had an impact on a specific SME and its marketing strategies which represent the foundation of a company’s success. Moreover, the SME company is described, and some missions and projects executed during the six-month internship are described and analysed.
Description
Keywords
Gestão intercultural Estratégias de marketing Globalização e cultura Intercultural management Marketing strategies Globalisation Culture