Made available in DSpace on 2015-03-05T18:39:04Z (GMT). No. of bitstreams: 0 Previous issue date: 27 / Nenhuma / As mudanças na economia mundial têm levado as empresas à expansão de suas atividades para outros mercados externos. Os avanços da tecnologia, principalmente, na área de comunicações e transporte, e a unificação de mercados, vem ocasionando mudanças significativas no modo de penetração das empresas nos mercados, que pode varia conforme o seu segmento de atuação. Esta pesquisa teve por objetivo apresentar propostas para inserção de empresas moveleiras gaúchas no mercado alemão, considerado um dos maiores importadores mundiais e a “porta de entrada” ao mercado europeu. Através de entidades com importante atuação no setor e profundo conhecimento sobre o mercado internacional, buscou-se caracterizar a indústria moveleira nacional e do RS, o seu papel no mercado internacional e as características do produto gaúcho. Através destes dados, foi possível definir propostas para a internacionalização das empresas moveleiras gaúchas no mercado alemão. Através do trabalho, constatou-se ainda, que uma das principais dificuld / Changes occurred in the global economy have led the companies to extent their activities to other external markets. The technology advances, mainly in the communication field and logistics, and the market gathering into global ones, have brought significant changes on company’s entry mode into the foreigner markets, which can vary according to its segment role. This research has aimed to design propositions to insert the furniture southern Brazilian companies on the German market, considered one of the most important worldwide importers and the “gateway” to the European market. Through semi-structured interviews by entities with important domain and knowledge on the international furniture market, it has been intended to design the domestic and the southern Brazilian furniture industry, its role on the international market, and the regional product characteristics. Through these data it has been possible to design the propositions for the internacionalization of the Southern Brazilian furniture industry in th

Submitted by Maicon Juliano Schmidt (maicons) on 2015-04-06T15:07:03Z No. of bitstreams: 1 Valéria da Consolação Oliveira.pdf: 1605632 bytes, checksum: 116dc11dbf1f895422ec265854ad6ba7 (MD5) / Made available in DSpace on 2015-04-06T15:07:03Z (GMT). No. of bitstreams: 1 Valéria da Consolação Oliveira.pdf: 1605632 bytes, checksum: 116dc11dbf1f895422ec265854ad6ba7 (MD5) Previous issue date: 2010-07-19 / Nenhuma / O propósito deste trabalho é o de contribuir para os estudos sobre o empreendedorismo internacional no Brasil, por meio de uma análise exploratória da internacionalização de pequenas empresas de um estado pertencente a uma região de industrialização tardia, o Centro-Oeste brasileiro. A escassez de estudos empíricos reveladores das características desse fenômeno na região Centro-Oeste do país, motivou o presente estudo. Partiu-se do entendimento que uma análise da atividade empresarial relacionada à internacionalização em uma região de industrialização tardia, poderia revelar novas tendências a serem observadas. Nesse contexto, o objetivo da pesquisa descrita neste estudo, foi o de analisar as estratégias adotadas por pequenas empresas do estado de Goiás (Brasil) para a inserção em mercados internacionais. Esta análise focou nas características do processo de internacionalização das empresas pesquisadas, nas características dos modos de entrada no mercado externo; em aspectos das estratégias de marketing que favoreceram a inserção internacional; em aspectos da aquisição de conhecimento associada à atividade internacional; em dificuldades enfrentadas pelas empresas para a internacionalização e em efeitos da atividade internacional sobre o desempenho das empresas no mercado interno. Para sustentar a análise, considerou-se como referencial teórico, teorias que explicam o processo de internacionalização de modo geral, e, em particular, estudos sobre a internacionalização de pequenas empresas. O estudo também se apóia em estudos sobre estratégias de internacionalização, marketing internacional, aquisição do conhecimento e dificuldades associadas à internacionalização e desempenho no mercado interno após a internacionalização. A pesquisa, de natureza exploratória e descritiva, contou com duas etapas. Em uma primeira etapa, por meio da consolidação de bases de dados já existentes, identificaram-se 94 pequenas empresas do estado de Goiás que têm atividades associadas à internacionalização. Em uma segunda etapa, realizou-se um levantamento de dados por meio de um questionário com 41 dessas empresas. A análise dos dados revelou que as pequenas empresas investigadas do estado de Goiás, desenvolveram seu processo de internacionalização aproveitando oportunidades que emergiram através da rede de relações dos gestores. A atratividade dos produtos está associada não apenas ao custo, mas também a customização. Na percepção dos gestores, a atividade internacional favorece ao aperfeiçoamento dos produtos ou serviços oferecidos pela empresa no mercado interno. Os dados revelaram também que o conhecimento para a atividade internacional pode ser favorecido por ações em nível de instituições públicas e que o excesso de regulamentações destaca-se como barreira para o desenvolvimento da atividade internacional. Como conclusão, o estudo leva a inferir que o empreendedorismo internacional pode ser considerado como uma alternativa para o desenvolvimento de pequenas empresas do estado de Goiás e, com efeito, do país. Sugere-se a realização de outros estudos que possam trazer uma análise mais abrangente sobre os recursos e capacidades necessárias, em diferentes setores industriais, para o incremento dessa atividade. / The purpose of this work is to contribute to the study of international entrepreneurship in Brazil, through an explanatory analysis of the internationalization of small businesses of a state that is part of a region with late industrialization, The Center?West region of Brazil. The shortage of empirical studies revealing the characteristics of this phenomenon in the Center-West region of the country motivated this study. It started from the understanding that an analysis of the entrepreneurial activity related to internationalization in a region of late industrialization, could reveal new tendencies to be observed. In this context, the objective of the research described in this study, is to analyze the strategies adopted by small companies of the state of Goiás, Brazil, to the insertion in international markets. This analysis focused in the characteristics of the process of internationalization of the companies researched, in the characteristics of the ways they entered the international market; in the aspects of the marketing strategies that favor the international insertion; in the aspects of acquisition of knowledge associated to international activity; in the difficulties faced by the companies in internationalization and in the effects of the international activity over the performance of the companies in the national market. The theoretical referral considered to sustain the analyses, were theories that explain the general process of internationalization, in particular, studies about the internationalization of small companies. The study also relies in studies about internationalization strategies, international marketing, acquisition of knowledge and difficulties associated to internationalization and its performance in the national market after internationalization. The research of exploratory and descriptive nature was done in two phases. The first phase, through the consolidation of existing data, 94 small businesses in the state of Goiás that have activities associated to internationalization, were identified. The second phase, data was collected through a questionnaire applied to 41 of the 94 companies. The data analyses revealed that the small companies investigated in the state of Goiás, developed their process of internationalization taking advantage of opportunities that emerged from manager?s network relationships. The attractiveness of the products is not only associated to its cost but also to its customization. In the manager?s perception, international activity favors the improvement of the products or services offered by the company in the national market. The data also revealed that the knowledge of the international activity can be favored by actions at the level of public institutions and that the excess of regulations stands out as the barrier to the development of international activity. In conclusion, the study infer that international entrepreneurship can be considered as an alternative to the development of small businesses of the State of Goiás, making an impact in the country. The realization of other studies is suggested, for a wider analyze of the resources and necessary capabilities in different industrial sectors, to increment this activity.

Na medida em que o relacionamento comercial entre os países tem se tornado a base para o desenvolvimento do mercado mundial e das nações, evidencia-se a necessidade de se estudar as iniciativas empresariais que potencializam a ocorrência e continuidade de negócios produtivos entre as diversas partes envolvidas no processo comercial. Sob a ótica do marketing internacional, é possível sintetizar que as relações comerciais se estabelecem de duas formas: diretamente, onde a relação comercial entre empresas exportadoras e empresas importadoras acontece sem o apoio de uma organização intermediária; e indiretamente, onde uma ou ambas as partes optam por serviços intermediários de uma empresa especializada denominada empresa comercial exportadora. Visando compreender os elementos constituintes do relacionamento dos exportadores brasileiros com tais organizações intermediárias, bem como os níveis deste envolvimento, considerando-se ainda o vasto universo das diferentes características de negócio de cada empresa, foi realizado um trabalho qualitativo exploratório por meio de entrevistas em profundidade com seis empresas comerciais exportadoras e quatro empresas fornecedoras inseridas no município de Ribeirão Preto. Por meio deste estudo, pôde-se concluir que a dinâmica do marketing internacional sob a ótica do relacionamento é ainda pouco explorada. Verificou-se que as características do modelo de negócio da empresa influenciam diretamente na adoção, continuidade e no término do relacionamento, e que, a presença e intensidade dos elementos deste relacionamento dependem diretamente do envolvimento resultante da parceria. / The international commercial relationships has become the base for the development of the world-wide market and the nations, it provides the necessity to study the enterprise initiatives that potentialize the occurrence and continuity of success business among several parts involved at the commercial process. At the marketing point of view, its possible to establish commercial relations in two ways: the direct, in which the commercial relation between export companies and import companies happens without the support of an intermediary agent; and the indirect, in which one or both parts opts for intermediary services of a specialized company commonly named trading companies. To understand the elements that constitutes the relationship between Brazilian exporters and trading companies, as well as the levels of that involvement, considering too the complex enterprises characteristics, it has realized an exploratory qualitative study with depth interviews among six trading companies and four supplier companies at the Ribeirão Preto city. The conclusion is that the dynamics of the international marketing relationship are still little explored. It was verified that the business company model characteristics influence directly in the adoption, continuity and in the ending of the relationship. Besides, the elements presence and intensity of this relationship depend directly on involvement of the partnership.

資訊服務產業在全球發展十分蓬勃，如:微軟(Mircosoft)、甲骨文(Oracle)和趨勢科技(Trend Mirco)。雖然台灣學界與實務界投入許多資源在資訊和管理方面，但是仍無法像硬體產業蓬勃發展，加上資訊產業各領域已經有許多優秀公司已經鞏固目前市場，且不斷茁壯自己。在日益競爭的環境下，台灣如何在全球化競爭下發揮自身優勢，發展茁壯。因此筆者基於此動機，選定金融資訊服務業當作深入探討與研究主題。 　　本研究透過個案分析法對國內某大型金融資訊服務業者進行產業環境、自身已累積的資源進行分析。而後透過國際行銷程序架構，探討下列的問題：(1)個案公司國際行銷策略形成原因為何？ (2)個案公司如何進行策略聯盟？(3)個案公司進行國際行銷的方式？ 　　總結本研究的分析結果，認為個案公司國際行銷策略的成功關鍵因素有三點：(1)利用合併與併購擴張核心能力。(2) ITOM的整合性平台符合顧客的需求。(3) 透過策略聯盟形成完整的國際行銷體系。最後，本研究依據上述結論，提出金融資訊服務業拓展國際行銷時之相關建議。 / The information service industry has seen robust development around the globe, leading to the birth of many successful companies, such as Microsoft, Oracle, and Trend Micro. Despite the input of various resources by Taiwan’s academia and business sector aimed to increase the R&D momentum in information and management-related fields, the industry has failed to gain the same level of strong growth seen in the computer hardware industry. Besides, many of the information industry segments see the presence of many leading companies that have not only secured their market position but are also striving for continued expansion. Therefore, against an ever-increasingly competitive market environment, how does Taiwan maximize its unique strengths in the face of global competition? It is with the motivation to shed some light on this issue that the author selects the financial information service industry as the subject for in-depth analysis and research. This study uses case analysis to analyze the industry environment and accumulated resource of a leading Taiwanese financial information company. Based on the procedural framework of international marketing, the following research questions are discussed: (1) What is the reason behind the formation of the analyzed company’s international marketing strategy? (2) How does the analyzed company pursue strategic alliance? (3) How does the analyzed company promote international marketing? Summarizing the results of analysis, the key to the analyzed company successful international marketing strategy is threefold: (1) Expand core competency through mergers and acquisitions. (2) ITOM’s integrated platform responds to customers’ needs. (3) Form a complete international marketing network through strategic alliance. Finally, based on the above research conclusions, this study proposes relevant suggestions for the financial information service industry in expanding international marketing.

<p>Bolivia, as the poorest country in South America, can gain a lot from international trade. It is an important factor for a country to build prosperity and gain economic growth and thereby reach a higher standard of living. But for a company to succeed in the international market is a demanding task. Both internal and external factors that influence a company’s competence need to be taken into consideration. This Master Thesis deals with two Bolivian wooden door producers’ possibilities to export to the Swedish market.</p><p>The demand of tropical wood products is expected to increase and the Bolivian wood industry has been identified as an export industry of the future. Another thing in favor for the Bolivian export is the fact that the country is number one in the world when it comes to sustainable management of forest resources. This gives the companies the possibility to offer an environmentally friendly and unique product and thereby create competitive advantages. There are though areas that need improvement. One of the most important improvement areas for both of the companies is marketing and understanding what the customers needs. They need to keep the costumer in focus in all of their activities and learn how to promote their products advantages.</p><p>The facts that both the studied companies have earlier experience in export and a high level of motivation support the possibility to succeed in this matter. But, these factors are not enough for the studied companies to succeed in export. The result of this study also shows that the instable situation in the country results in financial problems and lack of trust. Therefore the companies must focus on building trust to attract new customers and</p><p>investors. This should be done by keeping an even level of quality, fulfilling promises and finding ways to reduce the risk for potential investors.</p><p>The trend towards more individual and exclusive doors in the Swedish market results in the recommendation to focus on offering a niche product in the middle-price segment. It is also recommended for the Bolivian companies to use some kind of representative to reach the market. A good alternative is to work as a supplier to a door producing partner and help them widen their assortment and in turn get someone present in the market that can work close to the customers.</p>

The study examines attitudes toward and effectiveness of cause-related marketing initiatives in Poland. As the results indicate, the factors, which lead to the popularity and effectiveness of the cause-related marketing initiatives in the United States and the United Kingdom, lack in the Polish culture. Even though CRM is popular in Poland, it does not influence the purchase decisions. Poles do not have any expectations toward businesses in the area of corporate social responsibility. They believe that the government should take the responsibility for solving social issues, and value only the functional dimensions of the products, because their emotional needs are fully satisfied by their families, friends and religion.

AbstractCourse: 4FE02E, Graduation WorkLinnaeus University, School of Business and Economics, June, 3, 2013.Level: MasterAuthors: Elizabeth Atem TabetandoSupervisor: DR Anders PehrssonExaminer: DR Sarah PhilipsonTitle: Micro Environmental Factors’ Influence on the International Marketing Strategy of Swedish Companies in Norway.Background: Author is interested in studying how micro environmental factors affect international marketing strategy of Swedish companies in Norway.Purpose: The purpose of the study is to investigate customers’ and competitors’ influence on value adding activities of Swedish companies in Norway.Research questions: RQ: What influence do customers and competitors play in value-adding activity of a firm in a foreign market?Research Method: Empirical findings through live and internet-based interviews with top managers of three companies.Findings: The findings contribute to the understanding of theoretical principles that explained how firms face more intense customer service and competitors’ pressures than before. The organization’s response can have the potential either to restore customer satisfaction and reinforce loyalty in order to compete successfully or inflict more lasting damage on the organization’s image. It shows that customers always evaluate service encounters’ outcome, procedure, and interaction. This provides managers with useful information on how important these complexities are for value-adding in foreign markets.Conclusion: A firm’s cooperation with customers in product, production operations and customer services has a positive influence on product development, product quality and growth of the business. A firm that response to competitors’ has a competitive advantage. / <p>no</p> / .

Authors: JoAnna Caster &amp; Dana Linnes Tutor: Setayesh Sattari Title: Internal Branding in Multinational Firms- A Gap Analysis of Internal Stakeholder Perceptions Background: As globalization increases, the topic of internal branding has grown in popularity, particularly as a way for firms to secure a competitive advantage in the global marketplace. The topic is quite new however, and there are many aspects that have not been fully explored, including the influence of internal stakeholder perceptions on a firm’s internal brand and related support activities. Purpose: The purpose of this research study is to 1) identify whether a gap exists between employee and manager perceptions of a firm’s internal brand and internal branding activities and 2) investigate the influence of a firm’s country of origin on those perceptions. Delimitations: The study was limited to only medium and large sized firms that have international operations. Additionally, only internal stakeholders were included in the study and the research was limited to respondent’s perceptions, and not necessarily the actual internal brand and related supporting processes or structures. Method: The research was qualitative and data was collected via 24 in-depth interviews of managerial and non-managerial employees at 10 medium and large sized firms. The data was then analyzed using a pattern-matching technique. Conclusions: Perceptions of both managerial and non-managerial employees did not indicate significant gaps, however there seemed to be an unclear understanding of what an internal brand is and what respondent’s firm’s internal brand represents. Also, the country of origin did not have a significant influence on those perceptions, as most respondents indicated that they perceived their firm’s internal brand as primarily “global.” Keywords: internal branding, internal brand, international marketing, marketing strategy, stakeholder perceptions, internal marketing orientation, human resource management, country of origin

Bolivia, as the poorest country in South America, can gain a lot from international trade. It is an important factor for a country to build prosperity and gain economic growth and thereby reach a higher standard of living. But for a company to succeed in the international market is a demanding task. Both internal and external factors that influence a company’s competence need to be taken into consideration. This Master Thesis deals with two Bolivian wooden door producers’ possibilities to export to the Swedish market. The demand of tropical wood products is expected to increase and the Bolivian wood industry has been identified as an export industry of the future. Another thing in favor for the Bolivian export is the fact that the country is number one in the world when it comes to sustainable management of forest resources. This gives the companies the possibility to offer an environmentally friendly and unique product and thereby create competitive advantages. There are though areas that need improvement. One of the most important improvement areas for both of the companies is marketing and understanding what the customers needs. They need to keep the costumer in focus in all of their activities and learn how to promote their products advantages. The facts that both the studied companies have earlier experience in export and a high level of motivation support the possibility to succeed in this matter. But, these factors are not enough for the studied companies to succeed in export. The result of this study also shows that the instable situation in the country results in financial problems and lack of trust. Therefore the companies must focus on building trust to attract new customers and investors. This should be done by keeping an even level of quality, fulfilling promises and finding ways to reduce the risk for potential investors. The trend towards more individual and exclusive doors in the Swedish market results in the recommendation to focus on offering a niche product in the middle-price segment. It is also recommended for the Bolivian companies to use some kind of representative to reach the market. A good alternative is to work as a supplier to a door producing partner and help them widen their assortment and in turn get someone present in the market that can work close to the customers.

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