ActualSales Portugal : the internationalization process and foreign market selection

• Autor(a) principal: Moreira, Diana Conduto Viegas
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20721
• topic: Internationalization; Strategy; Online performance; Lead generation; Marketing; Market selection; Country and distance analysis; Internacionalização; Geração de leads; Seleção de mercados; Análise de indústria e de mercado; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The online performance marketing industry (OPM) has been consistently growing double digits for the past 5 years, reflecting the market’s adjustments to a reality where economic challenges predominate and consequently push companies to demand greater evidence of return on investment. Online lead generation, a sub-segment of OPM, is defined as the processof generation and delivery of leads, i.e. prospects interested on a certain product or service. ActualSales is a multinational Portuguese company that operates in the online lead generation industry,currently facing the industry’s paradigm of rapid growth and increasing competition. Henrique Agostinho, managing partner, was responsible indefining the next steps for the company’s internationalization strategy and adaptation to the recent and fast-growing industry, by creating a new subsidiary whether in Argentina or Colombia. Recent contract opportunities in both Latin American countries made the two eligible for consideration; however, the company did not possess enough human resources to tackle both geographies. Consequently, only one country could be chosen. In this case, students are presented with real life events related to industry and strategy definition, more specificallythe internationalization process and foreign market selection of ActualSales.