Percorrer por autor "Fernandes, Ana Margarida Matos da Cruz"
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- Export promotion agency for the Portuguese olive oil sector : a boost in exports of branded olive oilPublication . Fernandes, Ana Margarida Matos da Cruz; Reis, Ricardo César Ribeiro Ventura FerreiraPortugal is one of the main players on the olive oil sector. The production methods used, as the products’ quality, have been recognized by specialists. However, the difficult access to distribution channels abroad, the expensive distribution costs and lack of notoriety of olive oil and of Portuguese brands are some of the barriers on the export of branded olive oil, leading producers to sell branded olive oil mainly in Portugal and export in bulk. Exporting branded olive oil increases the reputation of the Portuguese products and exports in value. This thesis aims to fill a gap in the literature applying the theory on Export Promotion Agencies to this sector. An Agency to the olive oil sector in Portugal should be developed to boost the export of branded olive oil and help companies tackle these barriers, being beneficial for the sector that Casa do Azeite takes lead. The creation of an umbrella brand for high-quality Portuguese olive oils is suggested to increase the reputation and sales of branded olive oils. It is also suggested that Casa do Azeite creates export support programs and offers them to companies according to the export barriers they face and to their stage of export. With this collective effort, there are marketing cost-savings, customers perceive less risk when they buy a new product under the umbrella, brands that have less notoriety benefit from the reputation of stronger ones on the same umbrella and consumers still have the brand to conclude about the quality of the product.