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Abstract(s)
A necessidade de fazer face às adversidades provenientes das crises cíclicas económicas, que afetam os mercados numa escala global, faz com que a internacionalização, constitua uma mais-valia ao longo do processo de sobrevivência e sustentabilidade das empresas.
O mercado Português, apesar de ter revelado um contexto desvantajoso com o aparecimento da crise em 2008, revelou também a sua atratividade para as empresas estrangeiras após essa data, pela forma como tem vindo a manifestar indicadores de recuperação que somados à sua estabilidade política, legal e à sua posição geográfica, são um polo de atração para o investimento estrangeiro.
Através de uma metodologia qualitativa, o cerne deste estudo de caso, passará por aprofundar o conhecimento dos procedimentos e processos internos, numa empresa que se especializou numa vertente do comércio retalhista direcionada para a exploração de diferentes unidades de negócio, todas elas localizadas num ambiente aeroportuário. Este tipo de negócio que decorre em território nacional, na verdade distingue-se do mercado local por ser direcionado para um público-alvo internacional, em território restrito que obedece a normas de segurança rigorosas, sob controlo e restrição alfandegária e com as transações realizadas em território considerado internacional. Por forma a obter o seu desenvolvimento sustentável, efetuou uma “joint-venture” com uma multinacional sediada na Suíça, mas com grande expressão do seu negócio no continente americano.
Na realização deste estudo de caso, reuniram-se informações e análises em vários departamentos da organização e das diferentes operações, que permitiram concluir quais os aspetos mais fortalecidos da sua estratégia e quais os que poderão ser alvo de melhorias. Os indicadores apontam para a existência de vertentes que poderão ser potenciadoras dos resultados financeiros que a empresa tem vindo a apresentar. O modelo de joint venture, revela-se assim cristalizado, como forma adotada em determinado contexto espacio-temporal. As condições sofreram alterações, pelo que seria de todo vantajoso, a sua reavaliação.
The need to cope with adversities due to economic cyclical crises that affect the markets on a global scale, turns internationalization into an advantage through the process of business survival and sustainability. The Portuguese market, despite having proved a disadvantageous context with the onset of the crisis in 2008, also revealed its attractiveness to foreign companies after that peri-od, in such a way that it has been showing recovery indicators, added to its political, legal stability, and geographical position, points to an attraction pole for foreign invest-ment. Through a qualitative methodology, the core of this case study will deepen the knowledge of internal procedures and processes, in a company that specializes in travel retail directed to the exploration of different business units, all located in an airport en-vironment . This type of business taking place in the country, in fact differs from the local market, as it is directed to an international target audience in a restricted environ-ment that meets stringent safety standards under the control and customs restrictions. The transactions are made in territory considered international. In order to achieve its sustainable development, the company carried out a "joint venture" with a multinational based in Switzerland, but with great expression of its business in the American conti-nent. In carrying out this case study, information and analysis was gathered in various de-partments of the organization and several operations, which allowed to conclude the most strengthened aspects of its strategy and which may be targeted for improvements.
The need to cope with adversities due to economic cyclical crises that affect the markets on a global scale, turns internationalization into an advantage through the process of business survival and sustainability. The Portuguese market, despite having proved a disadvantageous context with the onset of the crisis in 2008, also revealed its attractiveness to foreign companies after that peri-od, in such a way that it has been showing recovery indicators, added to its political, legal stability, and geographical position, points to an attraction pole for foreign invest-ment. Through a qualitative methodology, the core of this case study will deepen the knowledge of internal procedures and processes, in a company that specializes in travel retail directed to the exploration of different business units, all located in an airport en-vironment . This type of business taking place in the country, in fact differs from the local market, as it is directed to an international target audience in a restricted environ-ment that meets stringent safety standards under the control and customs restrictions. The transactions are made in territory considered international. In order to achieve its sustainable development, the company carried out a "joint venture" with a multinational based in Switzerland, but with great expression of its business in the American conti-nent. In carrying out this case study, information and analysis was gathered in various de-partments of the organization and several operations, which allowed to conclude the most strengthened aspects of its strategy and which may be targeted for improvements.
Description
Nota: 14 valores
Keywords
Globalização Internacionalização Comércio Mercado português Metodologia qualitativa Internationalization Qualitative methodology Globalization Trade Portuguese market