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Abstract(s)
O presente relatório insere-se no âmbito de um estágio curricular para a obtenção do grau de mestre em Empreendedorismo e Internacionalização pelo Iscap- Instituto Superior de Contabilidade e Administração do Porto. O estágio realizou-se na empresa Castro Lighting, de onde surgiu a proposta de um projeto de internacionalização para o mercado alemão.
Mediante a necessidade de compreensão generalizada do ambiente concorrencial onde se insere este projeto, e indo de encontro à literatura analisada, procedeu-se a uma abordagem metodológica multimétodo incorporando-se entrevistas semiestruturadas a concorrentes da marca e um questionário online a potenciais clientes no mercado alvo.
Inicialmente foi realizada uma revisão bibliográfica, onde o objectivo era obter uma panóplia de estudos sobre o comportamento de internacionalização das pequenas e médias empresas familiares, destacando a relevância da marca no Business-to-Business e da cooperação empresarial como ferramenta estratégica. Complementarmente, foi desenvolvida uma análise do tecido empresarial português e alemão.
Dada a necessidade de uma compreensão generalizada do ambiente competitivo onde este projecto está inserido, e de acordo com a literatura analisada, foi utilizada uma abordagem metodológica multi-método, incorporando entrevistas semi-estruturadas a concorrentes de marca e um questionário online a potenciais clientes no mercado-alvo.
Os resultados obtidos neste estudo encontram-se em conformidade com a literatura revista, permitindo verificar a importância do enfoque nas redes de contacto e da personalização de produtos de maneira a alcançar mercados cuja entrada no ramo da iluminação de luxo se verifica mais complexa.
Desta forma, os resultados alcançados permitiram a elaboração de duas possíveis trajetórias a seguir pela Castro Lighting de maneira a alcançar maior sucesso na internacionalização na Alemanha: o foco total nas redes de contacto e desenvolvimento de parcerias, ou adaptação do produto ao novo mercado, defendendo-se a união das duas trajetórias para um maior sucesso.
This report is part of a curricular internship for obtaining a master's degree in Entrepreneurship and Internationalization by Iscap - Instituto Superior de Contabilidade e Administração do Porto. The internship took place in the company Castro Lighting, from which emerged the proposal of an internationalization project for the German market. Given the need for a generalized understanding of the competitive environment where this project is inserted, and in line with the literature analyzed, a multi-method methodological approach was used, incorporating semi-structured interviews with the brand's competitors and an online questionnaire to potential customers in the target market. Initially a literature review was carried out, where the aim was to obtain a panoply of studies on the internationalization behavior of small and medium family businesses, highlighting the relevance of branding in Business-to-Business and business cooperation as a strategic tool. Complementarily, an analysis of the Portuguese and German business fabric was developed. Given the need for a generalised understanding of the competitive environment where this project is inserted, and in line with the literature analysed, a methodological multi-method approach was used, incorporating semi-structured interviews to brand competitors and an online questionnaire to potential clients in the target market. The results obtained in this study are in line with the reviewed literature, allowing us to verify the importance of focusing on contact networks and product customization in order to reach markets whose entry into the luxury lighting industry is more complex. Thus, the results achieved allowed the elaboration of two possible paths to be followed by Castro Lighting in order to achieve greater success in internationalization in Germany: the total focus on contact networks and development of partnerships, or product adaptation, defending the union of the two paths for greater success.
This report is part of a curricular internship for obtaining a master's degree in Entrepreneurship and Internationalization by Iscap - Instituto Superior de Contabilidade e Administração do Porto. The internship took place in the company Castro Lighting, from which emerged the proposal of an internationalization project for the German market. Given the need for a generalized understanding of the competitive environment where this project is inserted, and in line with the literature analyzed, a multi-method methodological approach was used, incorporating semi-structured interviews with the brand's competitors and an online questionnaire to potential customers in the target market. Initially a literature review was carried out, where the aim was to obtain a panoply of studies on the internationalization behavior of small and medium family businesses, highlighting the relevance of branding in Business-to-Business and business cooperation as a strategic tool. Complementarily, an analysis of the Portuguese and German business fabric was developed. Given the need for a generalised understanding of the competitive environment where this project is inserted, and in line with the literature analysed, a methodological multi-method approach was used, incorporating semi-structured interviews to brand competitors and an online questionnaire to potential clients in the target market. The results obtained in this study are in line with the reviewed literature, allowing us to verify the importance of focusing on contact networks and product customization in order to reach markets whose entry into the luxury lighting industry is more complex. Thus, the results achieved allowed the elaboration of two possible paths to be followed by Castro Lighting in order to achieve greater success in internationalization in Germany: the total focus on contact networks and development of partnerships, or product adaptation, defending the union of the two paths for greater success.
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Keywords
Internacionalização Estratégias de internacionalização PME B2B Branding Networking Cooperação Estratégica Internationalisation Strategic cooperation B2B Branding Internationalisation strategies SMEs