根據我國經濟部投資審議委員會民國83年所做統計，從民國80年至民國83年2月止，我國企業赴大陸投資之家數經報備者計10,003件，金額達美金3,709,415仟元，平均每家投資額僅37萬美元。由此可見，台商赴大陸投資者多為中小企業。 　　我國中小企業佔全體廠商家數高達98%，以勤奮及彈性兩大特點，創造了所謂的台灣奇蹟，成為我國政府遷台以後40多年間經濟穩定成長的主力。民國75年開始，台灣面臨了台幣升值、勞動力缺乏、環保嚴格、土地上漲等不利因素，出口導向的我國廠商逐漸在國際市場中喪失價格競爭優勢，政府與業界一片升級與轉型呼聲。在此同時，海峽兩岸的對立型態出現轉機，政府在民國79年宣佈開放廠商以間接的方式赴大陸投資，在此之前，中小企業早以其靈活的速度，於政府大陸政策尚未明朗化時，就憑著冒險犯難的精神，摸索出自己獨特的投資模式。由以往身居國內熟悉的環境，推展到一個在政治、經濟、社會各方面均不相同但卻擁有誘人機會的市場一他們是如何進行規劃？如何進入？績效如何？面對何種困難？如何克服……等問題，相信是許多不同層面人仕所關心的課題，然而有關中小企業方面的研究，卻並不多見。 　　鑑於中小企業一般而言均較保守，面對問卷調查時配合意願多不高，所得資料之信度與效度造成研究者相當大的困擾。因此，本論文遂採取個案深入訪談的方式，直接與受訪企業主管人員晤談，針對中小企業大陸市場進入模式之規劃、選擇、調整等方面搜集資料，配合學理基礎進行分析整理與推導命題，最後並達成下列結論： 　　1.中小企業藉由控制力的取得，可提高大陸市場經營自主性。 　　2.中小企業藉由集中資源及快速進入市場可與大企業抗衡。 　　3.中小企業藉由強化本身策略性資源可提高談判地位。 　　4.中小企業藉由構建穩定的營運組織可提高經營績效。

The global marketplace today encompasses 6 billion people. Many companies are beginning to see themselves as international rather than national acting on a global arena. An essential aspect of going abroad is to know where to go and why to go there. In order to be able to analyze a foreign market a company needs to do market research in the foreign market as to gather essential information. A firm which is facing a quick internationalization process is the Swedish direct sales firm of cosmetics Oriflame. Oriflame has grown quickly in developing countries but is not present in one of the biggest market for direct sales in Europe: France. The purpose of this thesis is to develop a theoretical framework to analyze foreign markets and apply it to the French market of direct sales in cosmetics and Oriflame. A qualitative study based on the 5 Cs framework for analyzing foreign markets has been carried out. Seven focus groups have been conducted in France and Sweden in order to obtain information about and comparability in consumer attitudes towards Oriflame’s marketing mix. Interviews have been conducted in order to get information about Oriflame as a company. Secondary data has been gathered from different sources for the theoretical framework as well as for the empirical research on issues such as culture, competition and market. This thesis has developed a theoretical framework to analyze foreign markets called the 5 Cs. The 5 Cs are based on: Company, Constitution, Competition, Customers and Culture. The 5 Cs is a very general framework and can be applied to a wide range of foreign markets and firms and was in this case applied to analyze a real world case of Oriflame and France. The analysis of the empirical findings found that there is potential for Oriflame to enter the French market in terms of consumer preferences and general market characteristics. However, it also found that what will probably determine everything in the end is whether Oriflame can be strategically committed to enter a mature West European market like France.

<p>The global marketplace today encompasses 6 billion people. Many companies are beginning to see themselves as international rather than national acting on a global arena. An essential aspect of going abroad is to know where to go and why to go there. In order to be able to analyze a foreign market a company needs to do market research in the foreign market as to gather essential information. A firm which is facing a quick internationalization process is the Swedish direct sales firm of cosmetics Oriflame. Oriflame has grown quickly in developing countries but is not present in one of the biggest market for direct sales in Europe: France.</p><p>The purpose of this thesis is to develop a theoretical framework to analyze foreign markets and apply it to the French market of direct sales in cosmetics and Oriflame.</p><p>A qualitative study based on the 5 Cs framework for analyzing foreign markets has been carried out. Seven focus groups have been conducted in France and Sweden in order to obtain information about and comparability in consumer attitudes towards Oriflame’s marketing mix. Interviews have been conducted in order to get information about Oriflame as a company. Secondary data has been gathered from different sources for the theoretical framework as well as for the empirical research on issues such as culture, competition and market.</p><p>This thesis has developed a theoretical framework to analyze foreign markets called the 5 Cs. The 5 Cs are based on: Company, Constitution, Competition, Customers and Culture. The 5 Cs is a very general framework and can be applied to a wide range of foreign markets and firms and was in this case applied to analyze a real world case of Oriflame and France. The analysis of the empirical findings found that there is potential for Oriflame to enter the French market in terms of consumer preferences and general market characteristics. However, it also found that what will probably determine everything in the end is whether Oriflame can be strategically committed to enter a mature West European market like France.</p>

Baigiamajame magistro darbe nagrinėjamos tarptautinės prekybos pramonine įranga verslo plėtojimo galimybės. Teorinėje dalyje apibūdintos tarptautinio marketingo strategijų teorinės nuostatos, pateikti inovatyvaus produkto kūrimo strategijų principai, aprašyta santykių marketingo reikšmė verslas verslui rinkoje, apibūdintos verslas verslui rinkos vartotojų elgsenos formavimo ypatybės; išanalizuota ir susisteminta mokslinė metodinė literatūra, skirta verslas verslui marketingo tematikai. Darbe pagrįsti marketingo sprendimai, taikytini kuriant integruotą tarptautinę inovatyvaus produkto marketingo strategiją, skirtą tarptautinio prekybos pramonine įranga verslo plėtrai. Praktinėje dalyje atlikti prekybos pramonine įranga verslo tyrimai siekiant nustatyti veiksnius, lemiančius prekybos pramoninės energetikos įranga ir įrengimais verslo plėtrą; atlikti pagrindinių tarptautinės prekybos pramonine įranga verslo šakos charakteristikų tarpusavio priklausomybės tyrimai, sudarytos tipinės bendrovės, veikiančios tarptautinės prekybos pramonine įranga verslo šakoje pelno ir pardavimo pajamų prognozės, įvertinti didžiausią įtaką tarptautinio prekybos pramonine įranga verslo plėtrai ilgalaikėje perspektyvoje turintys veiksniai. Išnagrinėti praktiniai verslo verslui marketingo tobulinimo aspektai leido patikslinti teorines marketingo nuostatas ir principus. Remiantis empirinių tyrimų rezultatais pateikiamas integruotas tarptautinio inovatyvaus produkto marketingo strategijos modelis... [toliau žr. visą tekstą] / The master thesis analyzes the possibilities of international trade of industrial equipment. The theoretical part defines conception of international marketing strategies, emphasizes on innovative product development strategies, describes significance of relationship marketing in business-to-business market, describes the internals of business to business buying behavior; analyzes and systemizes scientific methodical literature dedicated to the topic of business-to-business marketing. Marketing decisions that can be applied in developing international trade of industrial equipment are substantiated in the paper. The practical part deals with international trade of industrial equipment research that was conducted to identify factors influencing development of international trade of industrial equipment. Investigation of main characteristics of interdependence of international trade of industrial equipment business branch, profit and sales revenue forecast, the greatest influence on the long-term international trade of industrial equipment development factors was conducted as well. Practical business-to-business marketing improvement aspects were examined that allowed correcting theoretical marketing decisions. According to results of empirical research, the paper provides final integrated international innovative product marketing strategy that can be applied in development of international trade of industrial equipment. The paper is divided into 7 parts: introduction... [to full text]

Submitted by Mario Jose Ronsini Neto (mariojrneto@hotmail.com) on 2017-01-12T16:22:17Z No. of bitstreams: 1 MPGI Thesis - Mario Ronsini - Final Version.pdf: 2426949 bytes, checksum: 08cb868c82e05a1ed595d1159d1f46f0 (MD5) / Rejected by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br), reason: Boa tarde Mário, Apenas uma correção deve ser feita no seu trabalho, você alterou o título, favor corrigir e postar novamente. O tema do seu trabalho foi registrado assim: COUNTRY OF ORIGIN EFFECT: EVIDENCES FROM EUROPEAN CONSUMERS' EVALUATION OF A BRAZILIAN FASHION BRAND Porém, está alterado para: COUNTRY OF ORIGIN EFFECT: EVIDENCES FROM EUROPEAN CONSUMERS OF A BRAZILIAN FASHION BRAND Não pode haver alteração no título sem autorização do seu orientador, portanto, deve estar exatamente igual ao tema registrado no sistema. on 2017-01-12T17:14:04Z (GMT) / Submitted by Mario Jose Ronsini Neto (mariojrneto@hotmail.com) on 2017-01-12T17:20:20Z No. of bitstreams: 1 MPGI Thesis - Mario Ronsini - Final Version.pdf: 2502909 bytes, checksum: 006cc2deebff44c4297cf544ad9f555f (MD5) / Approved for entry into archive by Josineide da Silva Santos Locatelli (josineide.locatelli@fgv.br) on 2017-01-12T17:34:57Z (GMT) No. of bitstreams: 1 MPGI Thesis - Mario Ronsini - Final Version.pdf: 2502909 bytes, checksum: 006cc2deebff44c4297cf544ad9f555f (MD5) / Made available in DSpace on 2017-01-12T17:43:52Z (GMT). No. of bitstreams: 1 MPGI Thesis - Mario Ronsini - Final Version.pdf: 2502909 bytes, checksum: 006cc2deebff44c4297cf544ad9f555f (MD5) Previous issue date: 2016-12-20 / This study aimed to better understand the European consumers’ behavior towards a foreign unfamiliar brand from a developing country based on the real internationalization case study of a Brazilian fashion brand (Osklen). The utilized framework was one of the most studied concepts in International Marketing, the Country of Origin (COO) Effect. This study intended to find evidences of the COO effect on European consumers’ evaluation of a Brazilian brand, based on a sample of students. In order to measure the COO effect on the brand, three survey scenarios were built. In the first scenario the subjects are told that the brand is Brazilian, in the second they are told that the brand comes from the USA and in the third and final scenario there is no cue regarding the origin of the brand. Five hypotheses were proposed and tested based on the literature review. This empirical research has shown that there were statistically significant differences in the evaluation of the Osklen brand by the European consumer, depending on the country of origin informed of the brand, regarding quality, design, reputation and purchase intention. The research has found no connection between the country of origin of the brand and the willingness to pay a higher price for the products of the brand. We have proposed potential strategies that could be utilized by the company following the results of the research. / Este estudo teve como objetivo a melhor compreesão do comportamento dos consumidores europeus em relação a uma marca desconhecida estrangeira de um país em desenvolvimento, com base no estudo de caso de internacionalização real de uma marca de moda brasileira (Osklen). O framework ultilizado foi fornecido por um dos conceitos mais estudados em Marketing Internacional, o Efeito País de Origem. O objetivo deste estudo foi encontrar evidências desse efeito sobre a potencial avaliação dos consumidores europeus de uma marca brasileira, com base em uma amostra de alunos. Com o intuito de medir o Efeito de País de Origem sobre a marca, três cenários de pesquisa foram construídos. No primeiro cenário os indivíduo são informados de que a marca é brasileira, no segundo eles são informados que a marca vem dos EUA e no terceiro e último cenário não há nenhuma sugestão sobre a origem da marca. Cinco hipóteses foram propostas e testadas com base na revisão de literatura. A investigação empírica demonstrou que existiram diferenças estatisticamente significativas na avaliação da marca Osklen pelo consumidor europeu, dependendo do país de origem informado da marca, com relação à qualidade, design, reputação e intenção de compra. A pesquisa não encontrou nenhuma conexão entre país de origem da marca e disposição de pagar um maior valor pelos produtos da marca. Estratégias foram propostas para a empresa estudada com base nos resultados da presente pesquisa.

Role-players in the South African automotive industry have responded positively to the Motor Industry Development Programme (MIDP) policy regime. Since 1995, South African light motor vehicle manufacturers (original equipment manufacturers – OEMs) have become fully integrated into the global networks of their foreign parent companies. As South Africa‟s leading manufacturing sector, the increasing importance of the automotive sector is reflected in its exports, investments and contribution to the country‟s gross domestic product. The objective of this study was to analyse the impact of the MIDP on the export strategies of the South African light motor vehicle manufacturers (1995–2008). The main findings of the research are that, since 1995, the MIDP has been the primary factor impacting on the export strategies of South African OEMs. Without the programme, the industry would not have been able to cope with global competition. It is important to note that without the MIDP there would have been no significant growth in exports from South Africa. The research found that the country‟s trade arrangements with the EU and the USA have enhanced the impact of the MIDP. It was also found that, given South Africa‟s distance to foreign markets, the most important constraint when accessing these markets is the cost of logistics. In addition, the most important determinant of foreign-market pricing when setting the export price, aligned with the influence of the OEM parent companies, is costs relating to manufacturing, transportation and marketing. The role played by the MIDP in sourcing decisions is the most important factor that has contributed to an increase in light vehicle exports. Furthermore, the perceived level of influence when determining new export destinations would seem to be higher for the US-based and the Japanese-based OEMs than the European-based OEMs. The new Automotive Production Development Programme (APDP) (to be introduced in 2013), which aims to double vehicle production to 1,2 million units by 2020, will reflect a quantum leap in terms of processes, technologies and the scale on which the domestic industry currently operates. In order for the South African automotive industry to achieve both its and government‟s objectives it will require priority attention. / Business Management / D. Comm. (Business Management))

O processo de internacionalização das empresas é um fenômeno complexo, que depende de uma série de fatores inter-relacionados tanto no ambiente interno quanto externo à organização. Nesse contexto, a realidade sócio-cultural, política e econômica na região de origem parecem exercer influência significativa sobre a forma e os motivos que levam as organizações a atuarem no mercado externo. Supondo-se tal premissa verdadeira, tornar-se-ia correto afirmar que o processo de internacionalização de empresas localizadas em determinadas regiões geográficas apresenta semelhanças decorrentes da sua realidade comum. Com base nesta argumentação, o presente trabalho teve o intuito de identificar nas cinco maiores empresas da Serra Gaúcha evidências confirmatórias da proposição em questão. Para tanto, foi realizada uma pesquisa qualitativa, utilizando-se como base metodológica o estudo multicaso. Foram realizadas entrevistas em profundidade com o principal executivo de comércio internacional em cada uma das empresas escolhidas, além de uma extensa pesquisa documental em publicações e registros históricos. A análise dos resultados foi realizada de acordo com os princípios da análise de conteúdo, utilizando-se mais especificamente das técnicas de análise temática de um texto, propostas por Bardin (2004). As análises foram realizadas, ainda, à luz das principais teorias e estudos da internacionalização das empresas, com ênfase nos modelos de Uppsala e do Paradigma Eclético. Os resultados demonstraram que o contexto sócio-cultural, político e econômico na região de origem foram determinantes como estímulos iniciais para a internacionalização das empresas estudadas e nas suas estratégias de entrada nos primeiros mercados estrangeiros. Porém, essa influência foi tornando-se menor conforme seu grau de internacionalização aumentava. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-05-29T16:47:05Z No. of bitstreams: 1 Dissertacao Fabio Verruck.pdf: 888786 bytes, checksum: 3b30e81d17b3c167f5432c6fec6a9d1a (MD5) / Made available in DSpace on 2014-05-29T16:47:05Z (GMT). No. of bitstreams: 1 Dissertacao Fabio Verruck.pdf: 888786 bytes, checksum: 3b30e81d17b3c167f5432c6fec6a9d1a (MD5) / The internationalization process of companies is a complex phenomenon that depends on a number of interrelated factors in the environment both internal and external to the organization. Considering this, the socio-cultural, political and economic context in the company´s country of origin seems to influence the reasons why organizations go to international markets as well as the way they do it. Assuming this premise as true, it would be correct to say that the internationalization process of companies located in different geographical regions has similarities due to their common reality. Thus, the present study intents to identify confirmatory evidences of this proposition among the five largest companies established in Brazil´s Serra Gaucha. In order to accomplish this purpose, a qualitative study was conducted, using the multicase study methodology. In-depth interviews with the chief executive of international trade in each one of the companies chosen were realized, additionally to an extensive documentary research in publications and historical records. The analysis was carried out in accordance with the principles of content analysis, using more specifically thematic analysis techniques, as in Bardin (2004). The tests were performed considering the major theories and studies of the internationalization of companies, with emphasis on Uppsala and Eclectic Paradigm models. The results showed that the sociocultural, political and economic context in the region of origin were crucial as the initial inducements for the internationalization process of the companies studied and their entry strategies in the first foreign markets. However, this influence was becoming smaller as the degree of internationalization increased.

O processo de internacionalização das empresas é um fenômeno complexo, que depende de uma série de fatores inter-relacionados tanto no ambiente interno quanto externo à organização. Nesse contexto, a realidade sócio-cultural, política e econômica na região de origem parecem exercer influência significativa sobre a forma e os motivos que levam as organizações a atuarem no mercado externo. Supondo-se tal premissa verdadeira, tornar-se-ia correto afirmar que o processo de internacionalização de empresas localizadas em determinadas regiões geográficas apresenta semelhanças decorrentes da sua realidade comum. Com base nesta argumentação, o presente trabalho teve o intuito de identificar nas cinco maiores empresas da Serra Gaúcha evidências confirmatórias da proposição em questão. Para tanto, foi realizada uma pesquisa qualitativa, utilizando-se como base metodológica o estudo multicaso. Foram realizadas entrevistas em profundidade com o principal executivo de comércio internacional em cada uma das empresas escolhidas, além de uma extensa pesquisa documental em publicações e registros históricos. A análise dos resultados foi realizada de acordo com os princípios da análise de conteúdo, utilizando-se mais especificamente das técnicas de análise temática de um texto, propostas por Bardin (2004). As análises foram realizadas, ainda, à luz das principais teorias e estudos da internacionalização das empresas, com ênfase nos modelos de Uppsala e do Paradigma Eclético. Os resultados demonstraram que o contexto sócio-cultural, político e econômico na região de origem foram determinantes como estímulos iniciais para a internacionalização das empresas estudadas e nas suas estratégias de entrada nos primeiros mercados estrangeiros. Porém, essa influência foi tornando-se menor conforme seu grau de internacionalização aumentava. / The internationalization process of companies is a complex phenomenon that depends on a number of interrelated factors in the environment both internal and external to the organization. Considering this, the socio-cultural, political and economic context in the company´s country of origin seems to influence the reasons why organizations go to international markets as well as the way they do it. Assuming this premise as true, it would be correct to say that the internationalization process of companies located in different geographical regions has similarities due to their common reality. Thus, the present study intents to identify confirmatory evidences of this proposition among the five largest companies established in Brazil´s Serra Gaucha. In order to accomplish this purpose, a qualitative study was conducted, using the multicase study methodology. In-depth interviews with the chief executive of international trade in each one of the companies chosen were realized, additionally to an extensive documentary research in publications and historical records. The analysis was carried out in accordance with the principles of content analysis, using more specifically thematic analysis techniques, as in Bardin (2004). The tests were performed considering the major theories and studies of the internationalization of companies, with emphasis on Uppsala and Eclectic Paradigm models. The results showed that the sociocultural, political and economic context in the region of origin were crucial as the initial inducements for the internationalization process of the companies studied and their entry strategies in the first foreign markets. However, this influence was becoming smaller as the degree of internationalization increased.

Aujourd’hui les chercheurs du commerce international ne peuvent pas négliger la croissance significative et soutenue de l’investissement direct étranger (IDE), à la fois entrant et sortant, réalisé par des pays en voie de développement. Parmi ces pays, la Chine est en position de leader, en démontrant un fort élan en tant que récepteur d’IDE et investisseur, pas seulement dans des pays en voie de développement, mais aussi dans des pays développés. Les principaux acteurs derrière cette scène sont des entreprises multinationales (EMN) chinoises. Etant des retardataires en terme de l’internalisation, des EMN chinoises sont en train de concurrencer leurs compétiteurs plus établis, des EMN pionnières, dans le monde entier, y compris dans leurs marchés domestiques. Les études existantes sur l’internalisation de la Chine ne peuvent pas refléter la grandeur et la profondeur du processus d’internalisation de l’empire au milieu. Spécifiquement, des EMN chinoises démontrent des particularités bien distinctes qui méritent des études plus poussées et focalisées. A cet égard, la question souvent posée est si le processus d’internalisation des EMN chinoises peut être expliqué par les théories classiques dérivées des EMN pionnières, ou par les analyses effectuées dans les littératures sur des EMN retardataires. Dans cette thèse, nous répondons cette question en menant une étude sur les stratégies de Marketing des quatre EMN chinoises majores s’internationalisant dans des marchés développés, notamment l’Europe de l’ouest : Huawei, Haier, Lenovo et Geely, qui sont tous déjà leaders dans le marché domestique. En juxtaposant des propositions dérivées des stratégies des EMN chinoises avec les théories d’internalisation existantes (les théories classiques et alternatives), nous démontrons l’évolution et l’adaptation de ces théories dans le nouveau contexte de la globalisation, qui constitue aussi à une contribution managériale à la fois aux EMN retardataires et aux EMN pionnières. / Nowadays researchers of International Business could not possibly fail to notice the phenomenon that the FDI (Foreign Direct Investment) inflows and outflows of the world's developing countries keep increasing at a steady pace, and within this group, China continues to take the lead, showing great momentum both as a recipient of foreign investments and as an investor itself, not only in fellow developing countries, but in developed ones as well. And the main player and driver behind the scene is the country's MNEs (Multinational Enterprises) - latecomers in terms of internationalization, Chinese MNEs are competing their more established competitors, the MNE early-movers, all over the world, including in the home markets of the latter. Existing studies on China’s internationalization fail to reflect its scale and depth; Chinese MNEs as well as the social-economical situation of the country as a whole demonstrate distinct features, which deserve more-focused and case-specific studies. While questions often linger on whether the internationalization process of Chinese MNEs can be explained in terms of mainstream theories derived from early-movers, or in terms of the analyses that have so far been offered for latecomers, we decide to make a contribution to the solution of the question by having a focused examination on the Marketing strategies of four major Chinese MNEs internationalizing into developed country markets, notably West Europe: Huawei, Haier, Lenovo and Geely - all of which are already leaders in the domestic market and actively seeking a global leadership. By juxtaposing propositions derived from the strategic behaviors of Chinese MNEs with existing internationalization theories (both mainstream and alternative), we demonstrate how such theories could evolve in the new context of globalization, and make managerial contributions to both MNE latecomers and early-movers alike.

Master thesis ExxonMobil International Marketing Strategy deals mainly with brand management and communication strategy of ExxonMobil Corporation and its selected competitors (Royal Dutch Shell plc, BP p.l.c.). Elements of these strategies are compared and based on the SWOT analysis strengths, weakness, opportunities and threats of ExxonMobil strategy are identified. In conclusion, the thesis introduces recommendations for possible changes in ExxonMobil marketing strategy. The work itself is divided into 4 chapters. The first chapter introduces the corporation, its structure and strategy. Second part describes ExxonMobil's brand management and communication strategy. The following part is focused on the description of the selected aspects of marketing strategy within the competitors - Royal Dutch Shell plc and BP p.l.c. The final chapter presents comparison of the competitors' strategies, SWOT analysis for ExxonMobil marketing strategy and offers recommendations for possible changes in the corporation strategy.