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Publication
As marcas e os desafios na expansão internacional: casos de análise
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2022119494 | 1.29 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A globalização e a crescente competição no mercado têm levado as empresas a buscar novas oportunidades de crescimento e expansão de seus negócios. Nesse contexto, a internalização das marcas se tornou uma estratégia cada vez mais comum, permitindo que as empresas alcancem novos mercados e aumentem sua presença internacional. No entanto, a internalização das marcas também apresenta desafios significativos. A adaptação da marca a diferentes culturas e mercados, a gestão de uma rede de distribuição internacional e a manutenção da consistência da marca em diferentes países são apenas alguns dos obstáculos que as empresas enfrentam ao tentar internalizar suas marcas. Além disso, a internalização das marcas também pode levar a conflitos culturais e a problemas de comunicação, especialmente em países com idiomas e costumes diferentes. Portanto, é fundamental que as empresas desenvolvam estratégias eficazes para superar esses desafios e garantir o sucesso de suas marcas no mercado internacional.
Globalization and increasing competition in the market have led companies to seek new opportunities for growth and expansion of their businesses. In this context, the internalization of brands has become an increasingly common strategy, allowing companies to reach new markets and increase their international presence. However, the internalization of brands also presents significant challenges. Adapting the brand to different cultures and markets, managing an international distribution network and maintaining brand consistency across different countries are just some of the obstacles companies face when trying to internalise their brands. Moreover, internalising brands can also lead to cultural conflicts and communication problems, especially in countries with different languages and customs. Therefore, it is crucial that companies develop effective strategies to overcome these challenges and ensure the success of their brands in the international marketplace.
Globalization and increasing competition in the market have led companies to seek new opportunities for growth and expansion of their businesses. In this context, the internalization of brands has become an increasingly common strategy, allowing companies to reach new markets and increase their international presence. However, the internalization of brands also presents significant challenges. Adapting the brand to different cultures and markets, managing an international distribution network and maintaining brand consistency across different countries are just some of the obstacles companies face when trying to internalise their brands. Moreover, internalising brands can also lead to cultural conflicts and communication problems, especially in countries with different languages and customs. Therefore, it is crucial that companies develop effective strategies to overcome these challenges and ensure the success of their brands in the international marketplace.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em Ciências Empresariais
Keywords
Marketing internacional Globalização Empresa Marca Internacional marketing Globalization Business Brand