Market Orientation for Immigrant and Ethnic Small and Medium-Sized Brazilian Immigrant Ventures Overseas

Detalhes bibliográficos
Autor(a) principal: Cruz, Eduardo Picanço
Data de Publicação: 2020
Outros Autores: Falcão, Roberto Pessoa de Queiroz
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE
Texto Completo: https://www.regepe.org.br/regepe/article/view/1765
Resumo: Objective: contribute to the entrepreneurship field of study, in the context of ethnic or immigrant companies, by analyzing variables that define their market orientation and the strategic decisions taken, deepening the knowledge on the subject.Method: the data collection was comprised of multi-method strategies (quantitative and qualitative), the main strategy being an in-depth interview, which comprises the analysis of multiple cases of overseas entrepreneurs, from different Brazilian communities. This information was triangulated, based on data from surveys carried out with Brazilians in Australia, Canada, Portugal and Estonia, from netnography and document analysis. Therefore, intra and inter-case analyzes were carried out, aiming to find similarities and differences in the results achieved.Originality/Relevance: the article focuses on an important issue, which involves the world's major economies - immigrants. Given the difficulties in their insertion in host societies, they tend to be identified as "social problems". On the other hand, the application of business models and proposals for immigrant entrepreneurs´ market orientation enables a path for their economic and social ascension. By becoming successful entrepreneurs, they can reverse this discriminatory perception of themselves.Results: based on the data collected as well as the analysis of articles from the existing literature, four different market orientations were identified: (1) focus on ethnic market niche, (2) focus on specific interests, (3) focus on exotic products for the local customer, and (4) focus on highly competitive markets. The authors present a 2x2 matrix including the variables: (a) degree of affiliation of entrepreneurs with their ethnic communities and target audience, e (b) market segments in which they focus.Theoretical/Methodological contributions: the main theoretical contribution of the paper is supporting the discussion on market orientation of immigrants and ethnic firms, as well as their target audience decisions. In addition, the article innovates by discussing strategic decisions in the context of small and medium Brazilians businesses established overseas.
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spelling Market Orientation for Immigrant and Ethnic Small and Medium-Sized Brazilian Immigrant Ventures OverseasOrientação de Mercado para Pequenas e Médias Empresas de Imigrantes Brasileiros no ExteriorImmigrant entrepreneur. Market orientation. Market opportunity. Ethnic enclave. Immigration.Empreendedor imigranteOrientação de mercadoOportunidade de mercadoEnclave étnicoImigraçãoObjective: contribute to the entrepreneurship field of study, in the context of ethnic or immigrant companies, by analyzing variables that define their market orientation and the strategic decisions taken, deepening the knowledge on the subject.Method: the data collection was comprised of multi-method strategies (quantitative and qualitative), the main strategy being an in-depth interview, which comprises the analysis of multiple cases of overseas entrepreneurs, from different Brazilian communities. This information was triangulated, based on data from surveys carried out with Brazilians in Australia, Canada, Portugal and Estonia, from netnography and document analysis. Therefore, intra and inter-case analyzes were carried out, aiming to find similarities and differences in the results achieved.Originality/Relevance: the article focuses on an important issue, which involves the world's major economies - immigrants. Given the difficulties in their insertion in host societies, they tend to be identified as "social problems". On the other hand, the application of business models and proposals for immigrant entrepreneurs´ market orientation enables a path for their economic and social ascension. By becoming successful entrepreneurs, they can reverse this discriminatory perception of themselves.Results: based on the data collected as well as the analysis of articles from the existing literature, four different market orientations were identified: (1) focus on ethnic market niche, (2) focus on specific interests, (3) focus on exotic products for the local customer, and (4) focus on highly competitive markets. The authors present a 2x2 matrix including the variables: (a) degree of affiliation of entrepreneurs with their ethnic communities and target audience, e (b) market segments in which they focus.Theoretical/Methodological contributions: the main theoretical contribution of the paper is supporting the discussion on market orientation of immigrants and ethnic firms, as well as their target audience decisions. In addition, the article innovates by discussing strategic decisions in the context of small and medium Brazilians businesses established overseas.Objetivo: contribuir para o campo de estudo do empreendedorismo, no contexto das empresas étnicas ou de imigrantes, ao analisar variáveis que definem sua orientação de mercado e as decisões estratégicas tomadas, aprofundando o conhecimento sobre o assunto.Método: foi utilizada a coleta de dados com estratégias multimétodos (quantitativa e qualitativa), sendo sua principal estratégia a entrevista em profundidade, que compõe a análise de múltiplos casos de empreendedores no exterior, oriundos de diferentes comunidades brasileiras. Essas informações foram trianguladas, a partir de dados de surveys realizadas com brasileiros na Austrália, no Canadá, em Portugal e na Estônia, da netnografia e da análise documental. Sendo assim, análises intra e intercasos foram feitas, visando encontrar similaridades e diferenças nos resultados alcançados.Originalidade/Relevância: o artigo enfoca uma importante questão, que envolve as grandes economias mundiais – os imigrantes. Dadas as dificuldades em sua inserção nas sociedades acolhedoras, eles tendem a ser identificados como “problemas sociais”. Por outro lado, a aplicação de modelos de negócios e de propostas de orientação mercadológica para empreendedores imigrantes, viabiliza um caminho para a sua ascensão econômica e social. Ao se tornarem empreendedores bem-sucedidos, eles podem reverter essa percepção discriminatória a seu respeito.Resultados: com base nos dados coletados, bem como na análise de artigos da literatura existente, foram identificadas quatro orientações diferentes de mercado: (1) foco no nicho de mercado étnico, (2) foco em interesses específicos, (3) foco em produtos exóticos para o cliente local, e (4) foco em mercados altamente competitivos. Uma matriz 2 x 2 é apresentada, incluindo as variáveis: (a) grau de afiliação de empreendedores com suas comunidades étnicas e seu público-alvo, e (b) segmentos de mercado enfocados.Contribuições teóricas/metodológicas: uma das principais contribuições teóricas deste artigo é apoiar a discussão sobre a orientação para o mercado de imigrantes, os empreendimentos étnicos e as decisões do público-alvo a ser atendido. Além disso, o artigo inova, ao discutir decisões estratégicas, no contexto de pequenos e médios negócios de brasileiros no exterior.ANEGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas2020-09-02info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://www.regepe.org.br/regepe/article/view/176510.14211/regepe.v9i4.1765REGEPE Entrepreneurship and Small Business Journal; Vol. 9 No. 4 (2020): Sept./Dec.; 641-671REGEPE Entrepreneurship and Small Business Journal; Vol. 9 Núm. 4 (2020): sept./dic.; 641-671REGEPE Entrepreneurship and Small Business Journal; v. 9 n. 4 (2020): set./dez.; 641-6712965-1506reponame:Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPEinstname:Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)instacron:ANEGEPEporenghttps://www.regepe.org.br/regepe/article/view/1765/pdfhttps://www.regepe.org.br/regepe/article/view/1765/pdf_1Copyright (c) 2020 Iberoamerican Journal of Entrepreneurship and Small Businessinfo:eu-repo/semantics/openAccessCruz, Eduardo PicançoFalcão, Roberto Pessoa de Queiroz2024-05-23T19:53:29Zoai:ojs.regepe.org.br:article/1765Revistahttps://www.regepe.org.br/regepe/indexPRIhttps://www.regepe.org.br/regepe/oaieditorialregep@gmail.com2316-20582316-2058opendoar:2024-05-23T19:53:29Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas (ANEGEPE)false
dc.title.none.fl_str_mv Market Orientation for Immigrant and Ethnic Small and Medium-Sized Brazilian Immigrant Ventures Overseas
Orientação de Mercado para Pequenas e Médias Empresas de Imigrantes Brasileiros no Exterior
title Market Orientation for Immigrant and Ethnic Small and Medium-Sized Brazilian Immigrant Ventures Overseas
spellingShingle Market Orientation for Immigrant and Ethnic Small and Medium-Sized Brazilian Immigrant Ventures Overseas
Cruz, Eduardo Picanço
Immigrant entrepreneur. Market orientation. Market opportunity. Ethnic enclave. Immigration.
Empreendedor imigrante
Orientação de mercado
Oportunidade de mercado
Enclave étnico
Imigração
title_short Market Orientation for Immigrant and Ethnic Small and Medium-Sized Brazilian Immigrant Ventures Overseas
title_full Market Orientation for Immigrant and Ethnic Small and Medium-Sized Brazilian Immigrant Ventures Overseas
title_fullStr Market Orientation for Immigrant and Ethnic Small and Medium-Sized Brazilian Immigrant Ventures Overseas
title_full_unstemmed Market Orientation for Immigrant and Ethnic Small and Medium-Sized Brazilian Immigrant Ventures Overseas
title_sort Market Orientation for Immigrant and Ethnic Small and Medium-Sized Brazilian Immigrant Ventures Overseas
author Cruz, Eduardo Picanço
author_facet Cruz, Eduardo Picanço
Falcão, Roberto Pessoa de Queiroz
author_role author
author2 Falcão, Roberto Pessoa de Queiroz
author2_role author
dc.contributor.author.fl_str_mv Cruz, Eduardo Picanço
Falcão, Roberto Pessoa de Queiroz
dc.subject.por.fl_str_mv Immigrant entrepreneur. Market orientation. Market opportunity. Ethnic enclave. Immigration.
Empreendedor imigrante
Orientação de mercado
Oportunidade de mercado
Enclave étnico
Imigração
topic Immigrant entrepreneur. Market orientation. Market opportunity. Ethnic enclave. Immigration.
Empreendedor imigrante
Orientação de mercado
Oportunidade de mercado
Enclave étnico
Imigração
description Objective: contribute to the entrepreneurship field of study, in the context of ethnic or immigrant companies, by analyzing variables that define their market orientation and the strategic decisions taken, deepening the knowledge on the subject.Method: the data collection was comprised of multi-method strategies (quantitative and qualitative), the main strategy being an in-depth interview, which comprises the analysis of multiple cases of overseas entrepreneurs, from different Brazilian communities. This information was triangulated, based on data from surveys carried out with Brazilians in Australia, Canada, Portugal and Estonia, from netnography and document analysis. Therefore, intra and inter-case analyzes were carried out, aiming to find similarities and differences in the results achieved.Originality/Relevance: the article focuses on an important issue, which involves the world's major economies - immigrants. Given the difficulties in their insertion in host societies, they tend to be identified as "social problems". On the other hand, the application of business models and proposals for immigrant entrepreneurs´ market orientation enables a path for their economic and social ascension. By becoming successful entrepreneurs, they can reverse this discriminatory perception of themselves.Results: based on the data collected as well as the analysis of articles from the existing literature, four different market orientations were identified: (1) focus on ethnic market niche, (2) focus on specific interests, (3) focus on exotic products for the local customer, and (4) focus on highly competitive markets. The authors present a 2x2 matrix including the variables: (a) degree of affiliation of entrepreneurs with their ethnic communities and target audience, e (b) market segments in which they focus.Theoretical/Methodological contributions: the main theoretical contribution of the paper is supporting the discussion on market orientation of immigrants and ethnic firms, as well as their target audience decisions. In addition, the article innovates by discussing strategic decisions in the context of small and medium Brazilians businesses established overseas.
publishDate 2020
dc.date.none.fl_str_mv 2020-09-02
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dc.identifier.uri.fl_str_mv https://www.regepe.org.br/regepe/article/view/1765
10.14211/regepe.v9i4.1765
url https://www.regepe.org.br/regepe/article/view/1765
identifier_str_mv 10.14211/regepe.v9i4.1765
dc.language.iso.fl_str_mv por
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eng
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dc.rights.driver.fl_str_mv Copyright (c) 2020 Iberoamerican Journal of Entrepreneurship and Small Business
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Iberoamerican Journal of Entrepreneurship and Small Business
eu_rights_str_mv openAccess
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dc.publisher.none.fl_str_mv ANEGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas
publisher.none.fl_str_mv ANEGEPE - Associação Nacional de Estudos em Empreendedorismo e Gestão de Pequenas Empresas
dc.source.none.fl_str_mv REGEPE Entrepreneurship and Small Business Journal; Vol. 9 No. 4 (2020): Sept./Dec.; 641-671
REGEPE Entrepreneurship and Small Business Journal; Vol. 9 Núm. 4 (2020): sept./dic.; 641-671
REGEPE Entrepreneurship and Small Business Journal; v. 9 n. 4 (2020): set./dez.; 641-671
2965-1506
reponame:Revista de Empreendedorismo e Gestão de Pequenas Empresas - REGEPE
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