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Este estudo foca-se na investigação da estratégia de internacionalização do maior grupo hoteleiro português, o Grupo Pestana, nomeadamente nos modos de entrada, as motivações, as competências, os desafios enfrentados e ainda as redes de negócio que cada vez mais são o fator chave para o sucesso da internacionalização de qualquer empresa que queira ser competitiva globalmente. Para este estudo é utlizada a metodologia qualitativa case study, com recurso à entrevista para responder à presente questão de investigação: “Qual a estratégia de internacionalização do Grupo Pestana?”. Esta questão revelou que uma estratégia de internacionalização eficaz exige uma profunda compreensão dos mercados e do contexto macro e microeconómico, considerando ciclos e a experiência acumulada. No caso do Grupo Pestana, verificou-se uma lógica de desenvolvimento incremental à luz da Teoria Uppsala Revista, onde o processo de expansão se iniciou pelos países lusófonos, devido à sua proximidade cultural e linguística, mas rapidamente entenderam que isso se tinha tornado um fator insuficiente, levando-os agora para as grandes cidades europeias e para os EUA, pela questão de diversificação de risco e procura por oportunidades de crescimento mais rentáveis. Ao longo deste período, as parcerias e redes de negócios foram fundamentais para facilitar o processo de internacionalização, já que lhes permitiu obter um maior suporte local e aceder a novos mercados, fortalecendo a sua posição no cenário global.
This study focuses on investigating the internationalization strategy of Portugal's largest hotel group, the Pestana Group, namely the modes of entry, motivations, skills, challenges faced and business networks, which are increasingly the key factor in the success of the internationalization of any company that wants to be globally competitive. This study used a qualitative case study methodology using interviews to answer the research question “What is the internationalization strategy of the Pestana Group?”. This question revealed that an effective internationalization strategy requires a deep understanding of the markets and of the macro and microeconomic context, taking into account cycles and accumulated experience. In the case of the Pestana Group, there was a logic of incremental development in the light of the Revised Uppsala Theory, whose expansion process began in Portuguese-speaking countries, due to their cultural and linguistic proximity, but they quickly understood that this had become an insufficient factor, and this has taken them to the major European cities and the USA, due to the issue of risk diversification and the search for more profitable growth opportunities. Throughout this period, partnerships and business networks were key to facilitating the internationalization process, as they allowed them to obtain greater local support and access to new markets, strengthening their position on the global stage.
This study focuses on investigating the internationalization strategy of Portugal's largest hotel group, the Pestana Group, namely the modes of entry, motivations, skills, challenges faced and business networks, which are increasingly the key factor in the success of the internationalization of any company that wants to be globally competitive. This study used a qualitative case study methodology using interviews to answer the research question “What is the internationalization strategy of the Pestana Group?”. This question revealed that an effective internationalization strategy requires a deep understanding of the markets and of the macro and microeconomic context, taking into account cycles and accumulated experience. In the case of the Pestana Group, there was a logic of incremental development in the light of the Revised Uppsala Theory, whose expansion process began in Portuguese-speaking countries, due to their cultural and linguistic proximity, but they quickly understood that this had become an insufficient factor, and this has taken them to the major European cities and the USA, due to the issue of risk diversification and the search for more profitable growth opportunities. Throughout this period, partnerships and business networks were key to facilitating the internationalization process, as they allowed them to obtain greater local support and access to new markets, strengthening their position on the global stage.
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Keywords
Internacionalização Estratégia Setor hoteleiro Modos de entrada Motivações Redes de negócios Internationalization Strategy Hotel sector Entry modes Motivations Business networks