Padronização das variáveis do marketing mix na internacionalização do varejo especializado: estudo comparativo nos mercados do Brasil e da Turquia

Detalhes bibliográficos
Autor(a) principal: Tancsik, Luís Américo
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
Texto Completo: http://tede2.espm.br/handle/tede/461
Resumo: The purpose of this study is to identify how the process of marketing mix variables standardization occurs outside the country of origin, in a specialized retailer. Initially a literature review was done to define the variables to be analyzed and which were the elements that compose each of them, both influenced by the specific characteristics of the retail companies. Also, in the literature review stage, it was possible to understand the relevance of the standardization process in the internationalization of retail and the lack of studies dealing with specialized retailers. A case study was structured with a retailer specialized in children's products, comparing the country of origin – Italy – with two company’s operations, one in Brazil and the other in Turkey. Data collection was done through in-depth, semi-structured interviews with executives from all three countries, as well as document analysis and field observation, with visits to the company's stores in Turkey and Brazil. The results obtained are in line with the standardization concept of variables, and the main variables, such as type of store, location and store ambiance are standardized. The results also indicate that not all the elements of a variable considered important are standardized, suggesting that the concept of continumm could also be applied to the elements that compose the variable.
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spelling Spers, Eduardo EugênioRocha, Thelma ValeriaStrehlau, Vivian IaraMelo, Pedro Resende08353471841http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4256812T7&tokenCaptchar=03AGdBq27gU9zH12uaK0UoSZhxGw_F5JvRW345ontUmUBlrlNltu0l4OBYYv5NDn-VSc4XDqmT_l4T06LUCG6edET64gMiyUHH9d9sk0OL1CfDZ8ymdyAOi9BPNSgokRK4kA8koLUz7e-0S5MoYJGLnk_Dq_Bhh_-gVKo4skVqZ8pq0I4Lwz8F1-iB5ZbaVi9K0OxA_fP9i1Nmz4QxCUvltPihgBruDEqBvXJCzhKcjKYpnTSM_Y3lUJdFe4HGx92U0Iv17H0RipcsUWiOZSLBO2HVJzoilLNA49cJ5rL69awMDmcTN_KAPmHwHdU-20wbwPmUtuvFR9ruHFhCfDO-00yjfqCJ04LCr_tPdSnVnkKu8Sj7gFFkLrSsVPxdfQeTNhdD3eFIgHZQ5sZ1GNWODZ4bweMNKbFIypLbQpRpWK188uxmFxM0Ief9hUTB7NSL4vxpgfz0eji6FwtJDifUHhhGJkkPmHvnSgTancsik, Luís Américo2020-10-16T12:13:22Z2017-04-26Tancsik, Luís Américo. Padronização das variáveis do marketing mix na internacionalização do varejo especializado: estudo comparativo nos mercados do Brasil e da Turquia. 2017. [96 f.]. Dissertaçãob ( Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/461The purpose of this study is to identify how the process of marketing mix variables standardization occurs outside the country of origin, in a specialized retailer. Initially a literature review was done to define the variables to be analyzed and which were the elements that compose each of them, both influenced by the specific characteristics of the retail companies. Also, in the literature review stage, it was possible to understand the relevance of the standardization process in the internationalization of retail and the lack of studies dealing with specialized retailers. A case study was structured with a retailer specialized in children's products, comparing the country of origin – Italy – with two company’s operations, one in Brazil and the other in Turkey. Data collection was done through in-depth, semi-structured interviews with executives from all three countries, as well as document analysis and field observation, with visits to the company's stores in Turkey and Brazil. The results obtained are in line with the standardization concept of variables, and the main variables, such as type of store, location and store ambiance are standardized. The results also indicate that not all the elements of a variable considered important are standardized, suggesting that the concept of continumm could also be applied to the elements that compose the variable.O trabalho tem por objetivo identificar como ocorre o processo de padronização das variáveis do mar keting mix fora do país de origem em um varejista especializado. Inicialmente foi feita uma revisão da literatura para a definição das variáveis a serem analisadas e quais eram os elementos que compõem cada uma delas, ambos influenciados pelas características específicas das empresas varejistas. Ainda na etapa de revisão da literatura foi possível entender a relevância do processo de padronização na internacionalização do varejo e a inexistência de estudos tratando de varejistas especializados. Foi estruturado um estudo de caso, com um varejista especializado em produtos infantis, comparando com o país de origem Itália, duas operações da empresa, uma no Brasil e outra na Turquia. A coleta de dados foi feita através de entrevistas em profundidade, semiestruturada com executivos dos três países, além de análise de documentos e observação de campo, com visita às lojas da empresa na Turquia e no Brasil. Os reultados encontrados estão alinhados com o conceito de continumm de padronização das variáveis, sendo que as variáveis principais, tipo de loja, localização e ambientação de loja, são padronizadas. Os resultados indicam ainda que nem todos os elementos de uma variável considerada principal são padronizados, sugerindo que o conceito de continumm poderia ser aplicado também aos elementos que compõem a variável.Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2020-10-16T11:28:37Z No. of bitstreams: 1 Luís Américo Tancsik.pdf: 1216579 bytes, checksum: f47e5e2608de3a0083b38785ca3bc98f (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-10-16T11:29:32Z (GMT) No. of bitstreams: 1 Luís Américo Tancsik.pdf: 1216579 bytes, checksum: f47e5e2608de3a0083b38785ca3bc98f (MD5)Approved for entry into archive by Ana Cristina Ropero (ana@espm.br) on 2020-10-16T12:13:09Z (GMT) No. of bitstreams: 1 Luís Américo Tancsik.pdf: 1216579 bytes, checksum: f47e5e2608de3a0083b38785ca3bc98f (MD5)Made available in DSpace on 2020-10-16T12:13:22Z (GMT). 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dc.title.por.fl_str_mv Padronização das variáveis do marketing mix na internacionalização do varejo especializado: estudo comparativo nos mercados do Brasil e da Turquia
dc.title.alternative.eng.fl_str_mv Standardization of the marketing mix variables in the internationalization of specialized retail: a comparative study in the Brazilian and Turkish markets
title Padronização das variáveis do marketing mix na internacionalização do varejo especializado: estudo comparativo nos mercados do Brasil e da Turquia
spellingShingle Padronização das variáveis do marketing mix na internacionalização do varejo especializado: estudo comparativo nos mercados do Brasil e da Turquia
Tancsik, Luís Américo
internacionalização do varejo; varejo especializado; marketing mix varejista; padronização do marketing mix
internationalization of retail; specialized retail; marketing mix retailer; standardization of retail marketing mix
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short Padronização das variáveis do marketing mix na internacionalização do varejo especializado: estudo comparativo nos mercados do Brasil e da Turquia
title_full Padronização das variáveis do marketing mix na internacionalização do varejo especializado: estudo comparativo nos mercados do Brasil e da Turquia
title_fullStr Padronização das variáveis do marketing mix na internacionalização do varejo especializado: estudo comparativo nos mercados do Brasil e da Turquia
title_full_unstemmed Padronização das variáveis do marketing mix na internacionalização do varejo especializado: estudo comparativo nos mercados do Brasil e da Turquia
title_sort Padronização das variáveis do marketing mix na internacionalização do varejo especializado: estudo comparativo nos mercados do Brasil e da Turquia
author Tancsik, Luís Américo
author_facet Tancsik, Luís Américo
author_role author
dc.contributor.advisor1.fl_str_mv Spers, Eduardo Eugênio
dc.contributor.referee1.fl_str_mv Rocha, Thelma Valeria
dc.contributor.referee2.fl_str_mv Strehlau, Vivian Iara
dc.contributor.referee3.fl_str_mv Melo, Pedro Resende
dc.contributor.authorID.fl_str_mv 08353471841
dc.contributor.authorLattes.fl_str_mv http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4256812T7&tokenCaptchar=03AGdBq27gU9zH12uaK0UoSZhxGw_F5JvRW345ontUmUBlrlNltu0l4OBYYv5NDn-VSc4XDqmT_l4T06LUCG6edET64gMiyUHH9d9sk0OL1CfDZ8ymdyAOi9BPNSgokRK4kA8koLUz7e-0S5MoYJGLnk_Dq_Bhh_-gVKo4skVqZ8pq0I4Lwz8F1-iB5ZbaVi9K0OxA_fP9i1Nmz4QxCUvltPihgBruDEqBvXJCzhKcjKYpnTSM_Y3lUJdFe4HGx92U0Iv17H0RipcsUWiOZSLBO2HVJzoilLNA49cJ5rL69awMDmcTN_KAPmHwHdU-20wbwPmUtuvFR9ruHFhCfDO-00yjfqCJ04LCr_tPdSnVnkKu8Sj7gFFkLrSsVPxdfQeTNhdD3eFIgHZQ5sZ1GNWODZ4bweMNKbFIypLbQpRpWK188uxmFxM0Ief9hUTB7NSL4vxpgfz0eji6FwtJDifUHhhGJkkPmHvnSg
dc.contributor.author.fl_str_mv Tancsik, Luís Américo
contributor_str_mv Spers, Eduardo Eugênio
Rocha, Thelma Valeria
Strehlau, Vivian Iara
Melo, Pedro Resende
dc.subject.por.fl_str_mv internacionalização do varejo; varejo especializado; marketing mix varejista; padronização do marketing mix
topic internacionalização do varejo; varejo especializado; marketing mix varejista; padronização do marketing mix
internationalization of retail; specialized retail; marketing mix retailer; standardization of retail marketing mix
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
dc.subject.eng.fl_str_mv internationalization of retail; specialized retail; marketing mix retailer; standardization of retail marketing mix
dc.subject.cnpq.fl_str_mv CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description The purpose of this study is to identify how the process of marketing mix variables standardization occurs outside the country of origin, in a specialized retailer. Initially a literature review was done to define the variables to be analyzed and which were the elements that compose each of them, both influenced by the specific characteristics of the retail companies. Also, in the literature review stage, it was possible to understand the relevance of the standardization process in the internationalization of retail and the lack of studies dealing with specialized retailers. A case study was structured with a retailer specialized in children's products, comparing the country of origin – Italy – with two company’s operations, one in Brazil and the other in Turkey. Data collection was done through in-depth, semi-structured interviews with executives from all three countries, as well as document analysis and field observation, with visits to the company's stores in Turkey and Brazil. The results obtained are in line with the standardization concept of variables, and the main variables, such as type of store, location and store ambiance are standardized. The results also indicate that not all the elements of a variable considered important are standardized, suggesting that the concept of continumm could also be applied to the elements that compose the variable.
publishDate 2017
dc.date.issued.fl_str_mv 2017-04-26
dc.date.accessioned.fl_str_mv 2020-10-16T12:13:22Z
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dc.identifier.citation.fl_str_mv Tancsik, Luís Américo. Padronização das variáveis do marketing mix na internacionalização do varejo especializado: estudo comparativo nos mercados do Brasil e da Turquia. 2017. [96 f.]. Dissertaçãob ( Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] .
dc.identifier.uri.fl_str_mv http://tede2.espm.br/handle/tede/461
identifier_str_mv Tancsik, Luís Américo. Padronização das variáveis do marketing mix na internacionalização do varejo especializado: estudo comparativo nos mercados do Brasil e da Turquia. 2017. [96 f.]. Dissertaçãob ( Programa de Mestrado em Administração em Gestão Internacional) - Escola Superior de Propaganda e Marketing, [São Paulo] .
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dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv ESPM::Pós-Graduação Stricto Sensu
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