Como as Capacidades de Marketing Determinam a Escolha dos Modos de Entrada no Estrangeiro e a Seleção dos Países de Destino

Autores

DOI:

https://doi.org/10.18568/internext.v15i1.531

Palavras-chave:

capacidades de marketing, Modos de entrada, Seleção dos mercados

Resumo

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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Biografia do Autor

Thiago Chiorino Costa, Universidade Nove de Julho - UNINOVE

Doutorando do Programa de Pós-Graduação em Administração (PPGA) pela Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil).  

Manuel Portugal Ferreira, Universidade Federal de Lavras - UFLA

Doutor em Administração pela Universidade de Utah e Pós doutorado em Administração pela Faculdade de Economia, Administração, Contabilidade e Atuária - FEA/USP, São Paulo. Professor de estratégia na Universidade Federal de Lavras - UFLA, Minas Gerais. 

Julio Araujo Carneiro da Cunha, Universidade Nove de Julho - UNINOVE

Doutor em Administração pela Universidade de São Paulo - USP, São Paulo, (Brasil). Professor titular do Programa de Pós-Graduação em Administração (stricto-sensu) da Universidade Nove de Julho - UNINOVE. É editor-chefe da BJMkt (Brazilian Journal of Marketing) e editor associado das revistas CGG (Contabilidade, Gestão e Governança) e REGEPE (Revista de Empreendedorismo e Gestão de Pequenas Empresas).

Cláudia Frias Pinto, Universidade do Sul de Santa Catarina - UNOESC

Doutoranda em Administração pela Escola De Administração De Empresas De São Paulo -  EAESP/FGV, São Paulo, (Brasil). Professora no Programa de Pós Graduação e Adminstração da Universidade do Sul de Santa Catarina - PPPGA/UNOESC. 

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2020-01-01

Como Citar

Costa, T. C., Ferreira, M. P., Carneiro da Cunha, J. A., & Pinto, C. F. (2020). Como as Capacidades de Marketing Determinam a Escolha dos Modos de Entrada no Estrangeiro e a Seleção dos Países de Destino. Internext, 15(1), 53–70. https://doi.org/10.18568/internext.v15i1.531

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