Loading...
Publication
Internationalization of Brazilian specialty food: an analysis of exports to Portugal
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.99 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
The Brazilian food industry, even if of great representativeness and
economic proportion locally, has a low number of exporting firms and faces many
difficulties of competitiveness in relation to international markets. Thus, the
endeavor for new markets is a constant for the ones that risk compet ing in
different territories. Internationalization is a challenging for those seeking to
diversify. Innovation and differentiation bring to the sector different ways to
introduce their products to the world. The specialty products constitute a category
that refers to factors of differentiation, among them, the ethnic food.
Because of the movement of Brazilians leaving their country of origin,
immigrant communities are being formed in different parts of the world, giving
opportunity to the "Mercado da Saudade" or market of nostalgia, as it has been
happening in recent years in Portugal. This market creates entry opportunities for
Brazilian specialty foods, or products with ethnic appeal.
The objective of this study is to identify the opportunities and challenges of
Brazilian specialty foods exports to Portugal. For this pu rpose, a survey was
carried out to collect primary and secondary data, being the primar y data through
the application of questionnaires to the Brazilian companies associated with the
Brazilian food sector projects of APEX-Brazil, which export to Portugal. From the
total of responding companies, it was possible to have access to 17
questionnaires considered valid, representing 20% of the total sample under
survey. Firms adherents to the survey are of great importance and participation in
the decisions of export strategy of the sector. With the data obtained, it was
possible to conclude that there is a perception of exporting companies, guided by
psychic distance, which orientates their strategic actions for th e Portuguese
market, based on cultural proximity.
There are several studies analyzing the various forms of
internationalization of Brazilian companies, as well as exports of Brazilian food to
different parts of the world, but not much is known about speci fic studies of
specialty foods for the European market, even for the Portuguese market. Hence,
this study aims to contribute to the knowledge in the area, as to suggest some
practices to export managers and to highlight criteria barely observed in their
daily operations, which may contribute to the consequent improvement of their
results and better international performance of the firm.
Description
Keywords
Internationalization Export Specialty food Culture