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Estudos recentes sugerem que as teorias tradicionais de internacionalização empresarial não se aplicam às empresas de e-services. Tais teorias tradicionais defendem que as empresas internacionalizam-se através de abordagens comportamentais ou abordagens económicas racionais, de forma gradual e incremental. No entanto, alguns especialistas discordam e não aplicam as teorias no caso do e-commerce. Estes especialistas referem-se a e-commerce mas achamos pertinente fazer uma analogia de e-commerce para e-service partindo do pressuposto que o e-service pode ser integrado no e-commerce.
Dos factores salientados, entre outros, a internacionalização depende da capacidade de marketing. A capacidade de marketing representa a capacidade de uma empresa identificar mercados-alvo, desenvolver estratégias do marketing mix, e construir e manter o relacionamento com os clientes leais. Neste contexto é importante investigar algumas questões relevantes que tornam a capacidade de marketing importante na internacionalização de e-services.
Recent research suggests that a traditional theory of corporate internationalization doesn’t apply to e-services companies. Such theories argue that firms internationalize through behavioral or rational economic approaches, gradually and incrementally. However, some experts disagree and don´t apply the theories in case of e-commerce. These experts refer to e-commerce but we think is necessary to make an analogy of e-commerce to e-service on the assumption that e-service can be integrated into e-commerce. From the highlighted factors, among others, the international depends on marketing capability. The marketing capability is the ability of a company to identify target markets, developing the marketing mix strategies, and build and maintain relationships with loyal customers. In this context it is important to investigate some relevant issues that make the ability marketing major to e-services internationalization.
Recent research suggests that a traditional theory of corporate internationalization doesn’t apply to e-services companies. Such theories argue that firms internationalize through behavioral or rational economic approaches, gradually and incrementally. However, some experts disagree and don´t apply the theories in case of e-commerce. These experts refer to e-commerce but we think is necessary to make an analogy of e-commerce to e-service on the assumption that e-service can be integrated into e-commerce. From the highlighted factors, among others, the international depends on marketing capability. The marketing capability is the ability of a company to identify target markets, developing the marketing mix strategies, and build and maintain relationships with loyal customers. In this context it is important to investigate some relevant issues that make the ability marketing major to e-services internationalization.
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Capacidade de marketing Internacionalização de e-service Estudo de caso Portugal Porto Editora Infopédia Marketing capability Internationalization of e-service Case study