FROM PERNAMBUCO TO FRANCE: THE INTERNATIONAL MARKETING MIX OF PINGA NORDESTINA

Detalhes bibliográficos
Autor(a) principal: Piros Kovacs, Erica
Data de Publicação: 2013
Outros Autores: Oliveira, Brigitte Renata, Araújo de Moraes, Walter Fernando
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/39520
Resumo: The main purpose of this article is to analyze the process of internationalization of Pinga Nordestina, an enterprise that produces and markets cachaça (Brazilian spirit) located in the Semi-arid hinterland of Pernambuco State, in terms of its global marketing mix. The theoretical framework is composed of the marketing mix elements in the international context, which are fundamental for the understanding of the phenomenon. Qualitative case study methodology was applied in order to capture and understand the various aspects related to the internationalization process of the analyzed unit, using interviews and document analysis as data collection techniques. Among other results, the study showed the need for product and price adjustment and the importance of promotional tools, especially international fairs and of the relationship with cachaça distributors in the European market. Furthermore, it can be stated that the findings are in accordance with contemporary literature on internationalization of enterprises in emerging markets.
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spelling FROM PERNAMBUCO TO FRANCE: THE INTERNATIONAL MARKETING MIX OF PINGA NORDESTINADe Pernambuco para Francia: el Marketing Mix Internacional del Aguardiente NordestinaDE PERNAMBUCO PARA A FRANÇA: O MARKETING MIX INTERNACIONAL DA PINGA NORDESTINAinternacionalização de empresasmarketing mixcachaçainternacionalización de empresasmarketing mixaguardiente de cañainternationalization of enterprisesmarketing mixcachaçaThe main purpose of this article is to analyze the process of internationalization of Pinga Nordestina, an enterprise that produces and markets cachaça (Brazilian spirit) located in the Semi-arid hinterland of Pernambuco State, in terms of its global marketing mix. The theoretical framework is composed of the marketing mix elements in the international context, which are fundamental for the understanding of the phenomenon. Qualitative case study methodology was applied in order to capture and understand the various aspects related to the internationalization process of the analyzed unit, using interviews and document analysis as data collection techniques. Among other results, the study showed the need for product and price adjustment and the importance of promotional tools, especially international fairs and of the relationship with cachaça distributors in the European market. Furthermore, it can be stated that the findings are in accordance with contemporary literature on internationalization of enterprises in emerging markets.Este artículo tiene como objetivo central analizar el proceso de internacionalización del Aguardiente Nordestina, empresa de producción y comercialización de aguardiente de caña situada en el Agreste de Pernambuco, bajo la óptica del marketing mix global. La sustentación teórica es compuesta por los elementos del marketing mix en el contexto internacional, necesarios la comprensión del fenómeno. Para tanto, la metodología del estudio de caso cualitativo fue utilizada a fin de captar y entender los diversos matices pertinentes al proceso de internacionalización de la unidad de análisis, utilizando entrevistas y análisis documental como técnicas de recolección de dados. En los resultados se verificó la necesidad de adaptación del producto y del precio e la importancia de las herramientas promocionales, en especial las ferias internacionales, y de la relación con los distribuidores del aguardiente de caña en el mercado europeo. Además, se puede afirmar que los resultados encontrados corroboran con la literatura contemporánea acerca de la internacionalización de empresas en países emergentes.TEXTO (PDF) TAMBÉM DISPONÍVEL EM INGLÊSEste artigo tem como objetivo central analisar o processo de internacionalização da Pinga Nordestina, empresa de produção e comercialização de cachaça situada no Agreste de Pernambuco, sob a ótica do marketing mix global. O arcabouço teórico é composto pelos elementos do marketing mix no contexto internacional, necessários a compreensão do fenômeno. Para tanto, a metodologia do estudo de caso qualitativo foi utilizada a fim de captar e entender as diversas facetas pertinentes ao processo de internacionalização da  unidade de análise, utilizando entrevistas e análise documental como técnicas de coleta de dados. Dentre os resultados, verificou-se a necessidade de adaptação do produto e do preço e importância das ferramentas promocionais, em especial as feiras internacionais, e do relacionamento com os distribuidores da cachaça no mercado europeu. Ademais, pode-se afirmar que os achados corroboram com a literatura contemporânea acerca de internacionalização de empresas em países emergentes.Universidade Federal do Rio Grande do Sul2013-04-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articlearticulo científicoAvaliado pelos paresartigo científicoapplication/pdfapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/39520Electronic Review of Administration; Vol. 13 No. 4 (2007): Edição 58 - Especial - dez/2007; 158-180Revista Electrónica de Administración; Vol. 13 Núm. 4 (2007): Edição 58 - Especial - dez/2007; 158-180Revista Eletrônica de Administração; v. 13 n. 4 (2007): Edição 58 - Especial - dez/2007; 158-1801413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/39520/25239https://seer.ufrgs.br/index.php/read/article/view/39520/25240Piros Kovacs, EricaOliveira, Brigitte RenataAraújo de Moraes, Walter Fernandoinfo:eu-repo/semantics/openAccess2013-04-30T16:37:07Zoai:seer.ufrgs.br:article/39520Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-04-30T16:37:07REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv FROM PERNAMBUCO TO FRANCE: THE INTERNATIONAL MARKETING MIX OF PINGA NORDESTINA
De Pernambuco para Francia: el Marketing Mix Internacional del Aguardiente Nordestina
DE PERNAMBUCO PARA A FRANÇA: O MARKETING MIX INTERNACIONAL DA PINGA NORDESTINA
title FROM PERNAMBUCO TO FRANCE: THE INTERNATIONAL MARKETING MIX OF PINGA NORDESTINA
spellingShingle FROM PERNAMBUCO TO FRANCE: THE INTERNATIONAL MARKETING MIX OF PINGA NORDESTINA
Piros Kovacs, Erica
internacionalização de empresas
marketing mix
cachaça
internacionalización de empresas
marketing mix
aguardiente de caña
internationalization of enterprises
marketing mix
cachaça
title_short FROM PERNAMBUCO TO FRANCE: THE INTERNATIONAL MARKETING MIX OF PINGA NORDESTINA
title_full FROM PERNAMBUCO TO FRANCE: THE INTERNATIONAL MARKETING MIX OF PINGA NORDESTINA
title_fullStr FROM PERNAMBUCO TO FRANCE: THE INTERNATIONAL MARKETING MIX OF PINGA NORDESTINA
title_full_unstemmed FROM PERNAMBUCO TO FRANCE: THE INTERNATIONAL MARKETING MIX OF PINGA NORDESTINA
title_sort FROM PERNAMBUCO TO FRANCE: THE INTERNATIONAL MARKETING MIX OF PINGA NORDESTINA
author Piros Kovacs, Erica
author_facet Piros Kovacs, Erica
Oliveira, Brigitte Renata
Araújo de Moraes, Walter Fernando
author_role author
author2 Oliveira, Brigitte Renata
Araújo de Moraes, Walter Fernando
author2_role author
author
dc.contributor.author.fl_str_mv Piros Kovacs, Erica
Oliveira, Brigitte Renata
Araújo de Moraes, Walter Fernando
dc.subject.por.fl_str_mv internacionalização de empresas
marketing mix
cachaça
internacionalización de empresas
marketing mix
aguardiente de caña
internationalization of enterprises
marketing mix
cachaça
topic internacionalização de empresas
marketing mix
cachaça
internacionalización de empresas
marketing mix
aguardiente de caña
internationalization of enterprises
marketing mix
cachaça
description The main purpose of this article is to analyze the process of internationalization of Pinga Nordestina, an enterprise that produces and markets cachaça (Brazilian spirit) located in the Semi-arid hinterland of Pernambuco State, in terms of its global marketing mix. The theoretical framework is composed of the marketing mix elements in the international context, which are fundamental for the understanding of the phenomenon. Qualitative case study methodology was applied in order to capture and understand the various aspects related to the internationalization process of the analyzed unit, using interviews and document analysis as data collection techniques. Among other results, the study showed the need for product and price adjustment and the importance of promotional tools, especially international fairs and of the relationship with cachaça distributors in the European market. Furthermore, it can be stated that the findings are in accordance with contemporary literature on internationalization of enterprises in emerging markets.
publishDate 2013
dc.date.none.fl_str_mv 2013-04-30
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
scientific article
articulo científico
Avaliado pelos pares
artigo científico
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/39520
url https://seer.ufrgs.br/index.php/read/article/view/39520
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/39520/25239
https://seer.ufrgs.br/index.php/read/article/view/39520/25240
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 13 No. 4 (2007): Edição 58 - Especial - dez/2007; 158-180
Revista Electrónica de Administración; Vol. 13 Núm. 4 (2007): Edição 58 - Especial - dez/2007; 158-180
Revista Eletrônica de Administração; v. 13 n. 4 (2007): Edição 58 - Especial - dez/2007; 158-180
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
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reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
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