ESTRATÉGIAS DE MARKETING E INTERNACIONALIZAÇÃO EMPRESARIAL

UMA REVISÃO DA LITERATURA

Authors

DOI:

https://doi.org/10.18227/2237-8057rarr.v14i1.7827

Keywords:

Marketing Strategy, Internationalization, Literature Review

Abstract

The business world has been increasingly concerned about remaining competitive with the advent of globalization, especially when seeking the opportunity to enter the international context. Thus, the concern arises to work together with marketing, in order to reconcile strategic plans to contribute to this new phase of action. Therefore, the study aimed to identify marketing strategies for business internationalization, based on a literature review. Methodologically, it was characterized as a theoretical research with an essentially qualitative, descriptive, bibliographical and documental approach. Secondary data were collected from the Brazilian Digital Library of Theses and Dissertations (BDTD). For bibliometrics, 28 studies were considered. In the descriptive phase, with content analysis, seven studies that were within the scope of the research were considered. It was verified that the marketing strategies used by all the companies analyzed in the selected studies demonstrate similar actions, such as the dissemination of packages presented in three languages (Spanish, English and French). But, from the moment a country wants to import its products, the packaging is done in the local language. Finally, it was concluded that internationalization requires good work in the marketing area, as it is through it that companies present their products and demonstrate how they operate in the market.

Author Biographies

NATÁLIA PRUDENCIO PIZZETTI, Universidade do Extremo Sul Catarinense - UNESC

Graduada em Administração - Linha de Formação Específica em Comércio Exterior pela Universidade do Extremo Sul Catarinense - UNES 

JULIO CESAR ZILLI, Universidade do Extremo Sul Catarinense - UNESC

Doutor em Engenharia e Gestão do Conhecimento - EGC/UFSC. Professor de graduação e pós-graduação/UNESC. Líder do Laboratório Gestão e Estratégia em Negócios Internacionais – LabGENINT/UNESC. Gerente do Programa de Qualificação para Exportação - Núcleo PEIEX Criciúma/Lages. Idealizador dos programas Prata da Casa e Programa de Imersão Empresarial – PRIME (PRIME Experience e PRIME Class). Membro do Laboratório Engenharia da Integração e Governança Multinível do Conhecimento e da Aprendizagem Organizacional – ENGIN/UFSC.

JANINI CUNHA DE BORBA, Universidade do Extremo Sul Catarinense - UNESC

Mestranda em Tecnologia da Informação e Comunicação (TIC) pela Universidade Federal de Santa Catarina – UFSC. Possui graduação em Administração – linha de formação especifica em Comércio Exterior pela Universidade do Extremo Sul Catarinense (2018). MBA em Comércio Exterior e Negócios Internacionais (UNESC).

ADRIANA CARVALHO PINTO VEIRA, Instituto Nacional de Ciência e Tecnologia em Políticas Públicas, Estratégias e Desenvolvimento - INCT/PPED

Doutorado em Desenvolvimento Econômico pela Universidade Estadual de Campinas (2009) e fez parte do doutorado com Bolsa Santander, na Universidad Politécnica de Madrid / Escuela UPM, com orientação dos professores Prof. Ignácio Trueba, Julián Briz e Isabel de Felipe. Realizou o Pós-Doutorado em Política Científica e Tecnológica pelo Instituto de Geociências pela Universidade Estadual de Campinas (2010-2012), com Bolsa da Capes PNPD. Pós-doutorado no Programa de Agronegócio e Desenvolvimento da Universidade Estadual Julio de Mesquita Filho, Campus de Tupã (2018/2019), com bolsa Capes PNPD. 

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Published

09/05/2024

Issue

Vol. 14 No. 1 (2024): 2024

Section

Artigos/Papers

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