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Abstract(s)
A Vista Alegre (VA) Ć© uma empresa portuguesa centenĆ”ria, que comercializa produtos de porcelana, cristal e vidro, e desde o sĆ©culo XX comeƧou a explorar os mercados externos. Primeiramente deslocou-se para mercados geogrĆ”fica e culturalmente prĆ³ximos de Portugal e mais tarde alargou os seus horizontes.
Este trabalho tem como foco a internacionalizaĆ§Ć£o da VA para os EUA. A metodologia utilizada foi o estudo de caso, que descreve a ida da VA para os EUA, onde comeƧou por exportar o seu produto esporadicamente. Em 2013 e apĆ³s muito tempo sem se conseguir consolidar no mercado norte-americano, a empresa decidiu instalar uma filial comercial em Nova York e abordar o mercado de uma forma diferente. Nesta dissertaĆ§Ć£o, Ć© possĆvel compreender todo o processo desde a sua fase inicial, os fatores que levaram Ć s decisƵes tomadas e os seus resultados.
Conclui-se que, neste momento, a VA estĆ” a internacionalizar a sua marca e a garantir que os seus valores sĆ£o cumpridos nos EUA, o que nĆ£o era possĆvel antes da criaĆ§Ć£o da filial. Os resultados financeiros da VA nos EUA sĆ£o bastante positivos e prevĆŖ-se que continuem a melhorar. Este estudo mostra ainda, que a filial da VA nos EUA Ć© um bom exemplo de adaptaĆ§Ć£o a um contexto de mercado diferente.
Vista Alegre (VA) is a century-old Portuguese company that sells porcelain, crystal and glass products, and since the 20th century began to explore foreign markets. In the first place, VA went to the markets that were geographically closer and that had a similar culture to Portugal, but later on they decided to open their horizons. This work focuses on VAās internationalization to the USA. The methodology chosen was the case study, which described the history of VA in the USA, by starting to export its products once in a while. In 2013 and after a long time without being able to consolidate their brand in the North American market, the company decided to install a commercial branch in New York City and to approach the market in a different way. In this dissertation, it is possible to understand the whole process from its initial phase, the factors that led to the decisions taken and the results that came along. It concludes that, at this time, VA is internationalizing its brand and ensuring that its values are met in the USA, which was not possible before they installed the subsidiary. VAās results in the USA are quite interesting and the predictions tell they continue to improve. This study also shows that the VA USA is a good example of adapting to a different market context.
Vista Alegre (VA) is a century-old Portuguese company that sells porcelain, crystal and glass products, and since the 20th century began to explore foreign markets. In the first place, VA went to the markets that were geographically closer and that had a similar culture to Portugal, but later on they decided to open their horizons. This work focuses on VAās internationalization to the USA. The methodology chosen was the case study, which described the history of VA in the USA, by starting to export its products once in a while. In 2013 and after a long time without being able to consolidate their brand in the North American market, the company decided to install a commercial branch in New York City and to approach the market in a different way. In this dissertation, it is possible to understand the whole process from its initial phase, the factors that led to the decisions taken and the results that came along. It concludes that, at this time, VA is internationalizing its brand and ensuring that its values are met in the USA, which was not possible before they installed the subsidiary. VAās results in the USA are quite interesting and the predictions tell they continue to improve. This study also shows that the VA USA is a good example of adapting to a different market context.
Description
Keywords
Internationalization USA Case study InternacionalizaĆ§Ć£o EUA Estudo de caso