ESTRATÉGIAS DE MARKETING E INTERNACIONALIZAÇÃO EMPRESARIAL: UMA REVISÃO DA LITERATURA

• Autor(a) principal: PIZZETTI, NATÁLIA PRUDENCIO
• Data de Publicação: 2024
• Outros Autores: ZILLI, JULIO CESAR, BORBA, JANINI CUNHA DE, VEIRA, ADRIANA CARVALHO PINTO
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Administração de Roraima - RARR
• Texto Completo: https://revista.ufrr.br/adminrr/article/view/7827
• topic: Marketing Strategy; Internationalization; Literature Review; Estrategia de Mercadeo; Internacionalizacion; Revision de Literatura; Estratégias de Marketing; Internacionalização; Revisão da Literatura

The business world has been increasingly concerned about remaining competitive with the advent of globalization, especially when seeking the opportunity to enter the international context. Thus, the concern arises to work together with marketing, in order to reconcile strategic plans to contribute to this new phase of action. Therefore, the study aimed to identify marketing strategies for business internationalization, based on a literature review. Methodologically, it was characterized as a theoretical research with an essentially qualitative, descriptive, bibliographical and documental approach. Secondary data were collected from the Brazilian Digital Library of Theses and Dissertations (BDTD). For bibliometrics, 28 studies were considered. In the descriptive phase, with content analysis, seven studies that were within the scope of the research were considered. It was verified that the marketing strategies used by all the companies analyzed in the selected studies demonstrate similar actions, such as the dissemination of packages presented in three languages (Spanish, English and French). But, from the moment a country wants to import its products, the packaging is done in the local language. Finally, it was concluded that internationalization requires good work in the marketing area, as it is through it that companies present their products and demonstrate how they operate in the market.