A indústria brasileira de propaganda está aproveitando as possibilidades de exportação de serviços surgidas com a intensificação do offshoring?: um estudo exploratório

Abstract

The improvement of computing and telecommunication technologies, alongside with the reduction of commercial barriers in recent years has created a significant global market for the offshoring of services. Brazil has several of the economical conditions normally required to exploit the opportunities offered by this trend: a reasonable infrastructure in telecommunications and qualified labor at costs significantly inferior to those of developed countries. The study that this paper resumes examined if the advertising agencies located in the country are making good of this business opportunity. This was done, basically by interviewing leading professionals in the field. The study results suggest that the export of advertising services by Brazilian firms is still in its infancy. When these exports do happen, they are restricted to Latin American countries. Among the reasons the interviewees offered for this phenomenon are the lack of awareness of other cultures among Brazilian advertising professionals and the existence of a huge internal market.