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Abstract(s)
Em resultado do fenómeno da globalização e respetivo crescimento da concorrência, o tema da internacionalização apresenta um papel cada vez mais relevante no mundo empresarial. Atualmente, todas as empresas, independentemente da sua dimensão, enfrentam pelo menos um tipo de desafio internacional, desde vendas e marketing internacionais, joint ventures internacionais e Investimento Direto Estrangeiro (IDE), pelo que devem agir proativamente, através de uma estratégia orientada para o mercado global e não apenas nacional.
O objetivo deste projeto traduz-se no desenvolvimento de proposta de estratégia de internacionalização da Sistrade – Software Consulting, S.A., para o mercado brasileiro que potencie o crescimento da empresa no mercado, tendo em consideração as tentativas de entrada anteriores e o papel da cultura na estratégia de internacionalização das empresas.
Com base neste projeto, concluímos que a cultura desempenha um papel relevante no processo de internacionalização da SISTRADE, pelo que as diferenças culturais podem constituir uma barreira à entrada em novos mercados, no caso de ausência de consciência cultural. Após a análise do processo de internacionalização no Brasil, reconhecemos a importância do estabelecimento de parcerias estratégicas com players locais para a SISTRADE, para superação de barreiras económicas, legais e culturais.
Este projeto constitui uma ferramenta completa de suporte teórico ao processo de internacionalização da SISTRADE. O estudo de mercado detalhado, a sugestão do método de entrada e as recomendações para adaptação do marketing mix, fornecem um guia prático para ajustar a proposta de valor da empresa ao mercado em questão, respeitando as particularidades locais.
As a result of the phenomenon of globalization and the corresponding growth in competition, the issue of internationalization is becoming increasingly relevant in the business world. Nowadays, all companies, regardless of their size, face at least one type of international challenge, from international sales and marketing to international joint ventures and Foreign Direct Investment (FDI). Therefore, they must act proactively, through a strategy geared towards the global market rather than just the national one. The purpose of this project is to develop a internationalization strategy proposal for Sistrade - Software Consulting, S.A., for the Brazilian market that will boost the company's growth in the market, taking into consideration previous entry attempts and the culture's role in a company's internationalization strategy. Based on this project, we conclude that culture plays an important role in SISTRADE's internationalization process, which means that cultural differences can be a barrier to entering new markets if there is a lack of cultural awareness. After analyzing the internationalization process in Brazil, we recognize the importance of establishing strategic partnerships with local players for SISTRADE, in order to overcome economic, legal and cultural barriers. This project provides a comprehensive theoretical support tool for SISTRADE's internationalization process. The detailed market study, the suggested entry method and the recommendations for adapting the marketing mix provide a practical guide for adjusting the company's value proposition to this specific market, while respecting local particularities.
As a result of the phenomenon of globalization and the corresponding growth in competition, the issue of internationalization is becoming increasingly relevant in the business world. Nowadays, all companies, regardless of their size, face at least one type of international challenge, from international sales and marketing to international joint ventures and Foreign Direct Investment (FDI). Therefore, they must act proactively, through a strategy geared towards the global market rather than just the national one. The purpose of this project is to develop a internationalization strategy proposal for Sistrade - Software Consulting, S.A., for the Brazilian market that will boost the company's growth in the market, taking into consideration previous entry attempts and the culture's role in a company's internationalization strategy. Based on this project, we conclude that culture plays an important role in SISTRADE's internationalization process, which means that cultural differences can be a barrier to entering new markets if there is a lack of cultural awareness. After analyzing the internationalization process in Brazil, we recognize the importance of establishing strategic partnerships with local players for SISTRADE, in order to overcome economic, legal and cultural barriers. This project provides a comprehensive theoretical support tool for SISTRADE's internationalization process. The detailed market study, the suggested entry method and the recommendations for adapting the marketing mix provide a practical guide for adjusting the company's value proposition to this specific market, while respecting local particularities.
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Keywords
Cultura Internacionalização SISTRADE Brasil Internationalization Culture Brazil