luxury marketing: internationalization strategies for brazilian jewelry companies
Autor(a) principal: | |
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Data de Publicação: | 2010 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Internext |
Texto Completo: | https://internext.espm.br/internext/article/view/93 |
Resumo: | This article seeks to make an analysis of the luxury market and of Brazilian jewelry companies. The main objective is to analyze the attraction of external marketing to luxury brands internationalization, emphasizing Brazilian jewelry companies. First, the national environment of luxury market an jewelry in Brazil is presented. In sequence, it will address the possible goals, risks and opportunities that internationalized jewelry companies face in the expansion process and its difficulties in foreign markets. Finally, some forms of internationalization will be presented based on the case of the Brazilian jewelry companies H Stern and Talento Jóias. The methodology used in this article is exploratory, with documental analysis and in depth interview. As theoretical foundations for the article, the themes luxury, exportations, company internationalization and global market were addressed. The main author(s) researched were: Allérès (2006), Almeida (2007), Czinkota (2001), Grande (2007), Lipovetsky e Roux (2005). Among the main conclusions, Brazilian jewelry companies have great advantages compared to other countries, having the possibility to use Brazilian nature resources, like precious stones and gems, thus, it become more interesting and viable to innovate and conquer external market. Besides, jewelry market attractions make several entrepreneurs interested in opening business in this field, and lately internationalize them, such as H Stern case. |
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luxury marketing: internationalization strategies for brazilian jewelry companiesMercado de luxo: estratégias para internacionalização de empresas joalheiras do BrasilLuxury marketBrazilian Jewerly companiesCompany internationalizationExternal Market.This article seeks to make an analysis of the luxury market and of Brazilian jewelry companies. The main objective is to analyze the attraction of external marketing to luxury brands internationalization, emphasizing Brazilian jewelry companies. First, the national environment of luxury market an jewelry in Brazil is presented. In sequence, it will address the possible goals, risks and opportunities that internationalized jewelry companies face in the expansion process and its difficulties in foreign markets. Finally, some forms of internationalization will be presented based on the case of the Brazilian jewelry companies H Stern and Talento Jóias. The methodology used in this article is exploratory, with documental analysis and in depth interview. As theoretical foundations for the article, the themes luxury, exportations, company internationalization and global market were addressed. The main author(s) researched were: Allérès (2006), Almeida (2007), Czinkota (2001), Grande (2007), Lipovetsky e Roux (2005). Among the main conclusions, Brazilian jewelry companies have great advantages compared to other countries, having the possibility to use Brazilian nature resources, like precious stones and gems, thus, it become more interesting and viable to innovate and conquer external market. Besides, jewelry market attractions make several entrepreneurs interested in opening business in this field, and lately internationalize them, such as H Stern case.Neste artigo pretende-se fazer uma análise do mercado de luxo e das empresas de jóias brasileiras. O objetivo geral é analisar a atratividade do mercado externo para a internacionalização de marcas de luxo, dando ênfase para as empresas joalheiras do Brasil. Primeiramente apresenta-se o panorama nacional do mercado de luxo e de jóias brasileiras. Em seguida, abordam-se os possíveis objetivos, riscos e oportunidades que as empresas joalheiras internacionalizadas enfrentam no processo de expansão para o exterior e suas dificuldades no mercado externo. Por fim, apresentam-se algumas formas de internacionalização, particularizando o caso de internacionalização das empresas brasileiras H Stern e Talento Jóias. A metodologia utilizada no artigo é a exploratória, através de análise documental e entrevista em profundidade. Como fundamentação teórica para o artigo, foram estudados os temas luxo, exportações, internacionalização de empresas e mercado global. Os principais autores pesquisados foram: Allérès (2006), Almeida (2007), Czinkota (2001), Grande (2007), Lipovetsky e Roux (2005). Dentre as conclusões obtidas, destaca-se que as joalherias brasileiras têm uma grande vantagem perante as de outros países por poder desfrutar e utilizar os recursos da natureza brasileira, como suas preciosas pedras e gemas, por isso, torna-se mais interessante e viável inovar e conquistar o mercado externo. Além disso, a atratividade do mercado de jóias faz com que muitos empreendedores procurem abrir negócios nesse ramo e posteriormente internacionalizar-se, como é o caso da empresa H Stern.Escola Superior de Propaganda e Marketing - ESPM2010-04-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://internext.espm.br/internext/article/view/9310.18568/1980-4865.4283-100Internext - International Business and Management Review ; Vol. 4 No. 2 (2009); 83-100Internext; v. 4 n. 2 (2009); 83-1001980-4865reponame:Internextinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporhttps://internext.espm.br/internext/article/view/93/89Copyright (c) 2015 Internextinfo:eu-repo/semantics/openAccessGasperini, ChalinePersch Reichelt, Valesca2023-03-27T20:32:53Zoai:ojs.emnuvens.com.br:article/93Revistahttps://internext.espm.br/internextPRIhttps://internext.espm.br/internext/oaiinternext@espm.br1980-48651980-4865opendoar:2023-03-27T20:32:53Internext - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.none.fl_str_mv |
luxury marketing: internationalization strategies for brazilian jewelry companies Mercado de luxo: estratégias para internacionalização de empresas joalheiras do Brasil |
title |
luxury marketing: internationalization strategies for brazilian jewelry companies |
spellingShingle |
luxury marketing: internationalization strategies for brazilian jewelry companies Gasperini, Chaline Luxury market Brazilian Jewerly companies Company internationalization External Market. |
title_short |
luxury marketing: internationalization strategies for brazilian jewelry companies |
title_full |
luxury marketing: internationalization strategies for brazilian jewelry companies |
title_fullStr |
luxury marketing: internationalization strategies for brazilian jewelry companies |
title_full_unstemmed |
luxury marketing: internationalization strategies for brazilian jewelry companies |
title_sort |
luxury marketing: internationalization strategies for brazilian jewelry companies |
author |
Gasperini, Chaline |
author_facet |
Gasperini, Chaline Persch Reichelt, Valesca |
author_role |
author |
author2 |
Persch Reichelt, Valesca |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Gasperini, Chaline Persch Reichelt, Valesca |
dc.subject.por.fl_str_mv |
Luxury market Brazilian Jewerly companies Company internationalization External Market. |
topic |
Luxury market Brazilian Jewerly companies Company internationalization External Market. |
description |
This article seeks to make an analysis of the luxury market and of Brazilian jewelry companies. The main objective is to analyze the attraction of external marketing to luxury brands internationalization, emphasizing Brazilian jewelry companies. First, the national environment of luxury market an jewelry in Brazil is presented. In sequence, it will address the possible goals, risks and opportunities that internationalized jewelry companies face in the expansion process and its difficulties in foreign markets. Finally, some forms of internationalization will be presented based on the case of the Brazilian jewelry companies H Stern and Talento Jóias. The methodology used in this article is exploratory, with documental analysis and in depth interview. As theoretical foundations for the article, the themes luxury, exportations, company internationalization and global market were addressed. The main author(s) researched were: Allérès (2006), Almeida (2007), Czinkota (2001), Grande (2007), Lipovetsky e Roux (2005). Among the main conclusions, Brazilian jewelry companies have great advantages compared to other countries, having the possibility to use Brazilian nature resources, like precious stones and gems, thus, it become more interesting and viable to innovate and conquer external market. Besides, jewelry market attractions make several entrepreneurs interested in opening business in this field, and lately internationalize them, such as H Stern case. |
publishDate |
2010 |
dc.date.none.fl_str_mv |
2010-04-27 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://internext.espm.br/internext/article/view/93 10.18568/1980-4865.4283-100 |
url |
https://internext.espm.br/internext/article/view/93 |
identifier_str_mv |
10.18568/1980-4865.4283-100 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://internext.espm.br/internext/article/view/93/89 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2015 Internext info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2015 Internext |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
dc.source.none.fl_str_mv |
Internext - International Business and Management Review ; Vol. 4 No. 2 (2009); 83-100 Internext; v. 4 n. 2 (2009); 83-100 1980-4865 reponame:Internext instname:Escola Superior de Propaganda e Marketing (ESPM) instacron:ESPM |
instname_str |
Escola Superior de Propaganda e Marketing (ESPM) |
instacron_str |
ESPM |
institution |
ESPM |
reponame_str |
Internext |
collection |
Internext |
repository.name.fl_str_mv |
Internext - Escola Superior de Propaganda e Marketing (ESPM) |
repository.mail.fl_str_mv |
internext@espm.br |
_version_ |
1793890309097127936 |