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Orientador(es)
Resumo(s)
Actualmente a internacionalização está a ganhar um papel muito importante
na sobrevivência das empresas verificando-se um boom das exportações
portuguesas. Ao longo dos últimos anos estas exportações s têm vindo a aumentar
demonstrando como a internacionalização está a ganhar cada vez mais
importância junto dos diferentes players do mercado.
Estando a internacionalização das empresas Portuguesas tão na moda, achouse
pertinente pegar neste tema e aprofundar um pouco o conhecimento sobre uma
das suas bases, mais concretamente a selecção de mercados internacionais.
Conforme apresentam Welch & Luostarinem (1988) todo o processo de
internacionalização tem por base três pilares (o “Como”, o “Onde” e o “O quê”).
Assim e visto ser um dos pontos menos estudados na literatura segundo
Papadopoulos et al (2002), pareceu pertinente realizar um estudo focado no
“Onde”, mais concretamente tentando perceber como são feitas as pesquisas de
mercados internacionais por parte das PMEs Portuguesas.
No que diz respeito a esta questão, foi utilizado o método do estudo de caso
(múltiplo), no qual se entrevistaram diferentes empresas com o objectivo de
perceber exactamente a forma como estas realizam as suas pesquisas de mercado
internacionais, e porquê. O desafio deste trabalho foi perceber a forma como as
empresas realizam essas pesquisas, se utilizam uma abordagem sistemática ou
oportunística nas suas pesquisas de mercados internacionais e os factores que as
levam a usar tal abordagem.
Os resultados deste estudo mostram que factores como o reduzido
desenvolvimento internacional das empresas, a elevada experiência internacional
do gestor/tomador de decisão da empresa e a boa rede de networking do próprio
gestor e da empresa, são factores que influenciam as empresas a utilizar uma
abordagem oportunística nas suas pesquisas de mercados internacionais. Assim, as empresas baseiam as suas pesquisas em experiências, “feelings”, na distância
psíquica percebida entre o país de origem e o país de destino, nas suas redes de
contactos e nas relações sociais da empresa e dos gestores.
Internationalization is getting a more important role in the survival of the companies and we are experiencing a boom in the Portuguese exports. In the last few years, we have been living an increase in these exports and internationalization is becoming more important to the market players. The internationalization of Portuguese companies is so relevant that we thought it was a good subject to study the way these companies make their market choices. As presented by Welch & Luostarinen (1988) all internationalization process is based on three dimensions (the “How”, the “Where” and the “What”). So, and being one of the items less studied in the literature, it seemed relevant to focus this study in the “Where”, more specifically trying to understand how the international market researches are made by the Portuguesa SMEs. In order to answer this question, it was used the case study method (multiple), in which were interviewed different companies with the purpose of understanding exactly the way they make their international market researches, and why. The challenge of this work was to understand how the Portuguese companies do their researches, if they use a systematic or an opportunistic approach in their international market research and the factors influencing the approach that was use. The results of this study show that factors such as the small international development of a company, the high international experience of its managers and the company’s and manager’s important networking are factors that have great influence in the choice of an opportunistic company approach in the international market selection. So, companies base their researches in experiences, feelings, perceived psychic distance, contact networks and social relationships of the own company and its managers.
Internationalization is getting a more important role in the survival of the companies and we are experiencing a boom in the Portuguese exports. In the last few years, we have been living an increase in these exports and internationalization is becoming more important to the market players. The internationalization of Portuguese companies is so relevant that we thought it was a good subject to study the way these companies make their market choices. As presented by Welch & Luostarinen (1988) all internationalization process is based on three dimensions (the “How”, the “Where” and the “What”). So, and being one of the items less studied in the literature, it seemed relevant to focus this study in the “Where”, more specifically trying to understand how the international market researches are made by the Portuguesa SMEs. In order to answer this question, it was used the case study method (multiple), in which were interviewed different companies with the purpose of understanding exactly the way they make their international market researches, and why. The challenge of this work was to understand how the Portuguese companies do their researches, if they use a systematic or an opportunistic approach in their international market research and the factors influencing the approach that was use. The results of this study show that factors such as the small international development of a company, the high international experience of its managers and the company’s and manager’s important networking are factors that have great influence in the choice of an opportunistic company approach in the international market selection. So, companies base their researches in experiences, feelings, perceived psychic distance, contact networks and social relationships of the own company and its managers.
Descrição
Palavras-chave
Internacionalização Pesquisas de mercados internacionais Abordagem sistemática Abordagem não sistemática/oportunística Internationalization International market selection Systematic approach Opportunistic approach