Como as Capacidades de Marketing Determinam a Escolha dos Modos de Entrada no Estrangeiro e a Seleção dos Países de Destino
DOI:
https://doi.org/10.18568/internext.v15i1.531Palavras-chave:
capacidades de marketing, Modos de entrada, Seleção dos mercadosResumo
Objetivo: Neste artigo analisamos, conceitualmente, a influência das capacidades de marketing como antecedentes de duas decisões basilares na internacionalização das empresas: a seleção do modo de entrada no estrangeiro e do país de destino.
Método: Utilizamos a tipologia com quatro tipos de capacidades de marketing – especializadas, multifuncionais, arquiteturais e dinâmicas – para observar como podem, de modos diferenciados, conduzir a diferentes escolhas de países de destino (localização) e modos de entrada.
Principais resultados: Propomos que capacidades de marketing de nível mais alto induzem a internacionalização para países mais desenvolvidos e usando modos de entrada de maior controle e comprometimento de recursos, e em contraste, capacidades de nível mais baixo a escolha de mercados de desenvolvimento idêntico ou inferior e a modos de entrada de menor controle e comprometimento de recursos.
Relevância/originalidade – O nosso trabalho explora uma possível relação das capacidades de marketing detidas pelas empresas e sua influência quanto a escolha do modo de entrada em mercados externos e quanto a seleção do país de destino.
Contribuições teóricas: Necessário Complementamos a literatura existente sobre o papel das capacidades na internacionalização das empresas, especificamente observando as capacidades de marketing que se revelam mais próximas do mercado, em contraste com pesquisa sobre competências baseadas em conhecimento tecnológico ou inovação, operacionais ou capacidades de fazer arbitragem entre mercados.
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