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A internacionalizaĆ§Ć£o e fatores de competitividade: o caso Ferpinta
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| 1.33 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A abertura e alargamento de mercados, o aumento da concorrĆŖncia e a aceleraĆ§Ć£o dos ritmos de inovaĆ§Ć£o, tĆŖm destacado as estratĆ©gias de internacionalizaĆ§Ć£o como um imperativo em contexto empresarial.
A internacionalizaĆ§Ć£o, estrategicamente planeada, Ć© uma das respostas empresariais ao desafio da globalizaĆ§Ć£o, exigindo que a empresa reĆŗna competĆŖncias Ćŗnicas, que possibilitem a sua diferenciaĆ§Ć£o nos mercados alvo. Quando se trata de empresas, com reduzidos recursos financeiros, esta questĆ£o ganha ainda uma maior ĆŖnfase. Neste contexto, este estudo aborda a internacionalizaĆ§Ć£o e os fatores de competitividade que a potenciam, destacando a influĆŖncia da marca, da customizaĆ§Ć£o e serviƧos associados ao produto, bem como a relevĆ¢ncia de acordos de colaboraĆ§Ć£o com outros players no mercado.
No Ć¢mbito deste enfoque na internacionalizaĆ§Ć£o, Ć© reconhecida a especificidade das empresas familiares, bem como a relevĆ¢ncia do seu estudo, seja a nĆvel cientĆfico, na medida em que existe ainda investigaĆ§Ć£o insuficiente, seja a nĆvel empresarial, no sentido de ser necessĆ”ria uma ferramenta de apoio a empresas que pretendam encetar ou desenvolver estratĆ©gias de internacionalizaĆ§Ć£o. Esta relevĆ¢ncia Ć© particularmente pertinente para uma economia como a portuguesa, atendendo Ć dimensĆ£o empresarial da grande maioria da estrutura produtiva.
Toma-se como objeto de estudo a maior empresa de tubos em Portugal, o Grupo Ferpinta S.A, que iniciou a sua incursĆ£o internacional hĆ” mais de 20 anos, e para o qual a internacionalizaĆ§Ć£o foi desde cedo considerada um imperativo. A escolha do caso Ferpinta resultou do conhecimento e do interesse no seu estudo a dois nĆveis: ao nĆvel da identificaĆ§Ć£o dos fatores que determinaram uma estratĆ©gia passada de sucesso, e ao nĆvel da anĆ”lise dos desafios que se colocam Ć s empresas e formas de resposta possĆveis. Fatores como marca, polĆtica de produtos e negĆ³cios da famĆlia, foram determinantes no seu sucesso. Hoje, com o acentuado aumento da concorrĆŖncia global e nova organizaĆ§Ć£o do sector, Ć© necessĆ”rio estabelecer uma nova dinĆ¢mica que garanta o seu crescimento no cenĆ”rio internacional.
The opening and expansion of markets, the increased competition and the acceleration of innovation rhythms have highlighted the internationalization strategies as an imperative in a business context. Internationalization, strategically planned, is one of the corporate responses to the challenge of globalization, requiring that the company gather unique skills that enable their differentiation in target markets. When it comes to companies with limited financial resources, this question becomes even more important. In this context, this study discusses the internationalization and competitiveness factors which enhance the company, highlighting the brand influence, customization and associated product services as well as the importance of collaboration with other players in the market agreements. Within this focus on internationalization, is recognized the specificity of family businesses as well as the relevance of their study, whether in a scientific level, where there is still insufficient research, whether at the enterprise level, towards the need for a tool support for companies wishing to start or develop internationalization strategies. This importance is particularly relevant for an economy like the portuguese, given the business dimension of the vast majority of the productive structure. Take as an object of study the largest pipe company in Portugal, the Ferpinta Group SA, which started its international foray for over 20 years and for which the internationalization was early considered an imperative. The choice of Ferpinta case resulted from knowledge of the interest in his study at two levels: at the level of identification of the factors that determined a past strategy of success, and the level of analysis of the challenges faced by businesses and forms of possible answer. Factors such as brand, product policy and family business, were crucial in their success. Today, with the huge increase in global competition and a new organization of the sector, it is necessary to establish a new dynamic to ensure its growth internationally.
The opening and expansion of markets, the increased competition and the acceleration of innovation rhythms have highlighted the internationalization strategies as an imperative in a business context. Internationalization, strategically planned, is one of the corporate responses to the challenge of globalization, requiring that the company gather unique skills that enable their differentiation in target markets. When it comes to companies with limited financial resources, this question becomes even more important. In this context, this study discusses the internationalization and competitiveness factors which enhance the company, highlighting the brand influence, customization and associated product services as well as the importance of collaboration with other players in the market agreements. Within this focus on internationalization, is recognized the specificity of family businesses as well as the relevance of their study, whether in a scientific level, where there is still insufficient research, whether at the enterprise level, towards the need for a tool support for companies wishing to start or develop internationalization strategies. This importance is particularly relevant for an economy like the portuguese, given the business dimension of the vast majority of the productive structure. Take as an object of study the largest pipe company in Portugal, the Ferpinta Group SA, which started its international foray for over 20 years and for which the internationalization was early considered an imperative. The choice of Ferpinta case resulted from knowledge of the interest in his study at two levels: at the level of identification of the factors that determined a past strategy of success, and the level of analysis of the challenges faced by businesses and forms of possible answer. Factors such as brand, product policy and family business, were crucial in their success. Today, with the huge increase in global competition and a new organization of the sector, it is necessary to establish a new dynamic to ensure its growth internationally.
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Keywords
Grupo Ferpinta InternacionalizaĆ§Ć£o EstratĆ©gias Competitividade Ferpinta Group Internationalization Strategies Competitiveness