Intersecções entre as capacidades de marketing, os tipos estratégicos e o grau de internacionalização de empresas multinacionais brasileiras
Autor(a) principal: | |
---|---|
Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações do UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/24545 |
Resumo: | Given the new market dynamics associated with the movement of economic integration between different markets pronounced by globalization, understanding how companies operate strategically in the competitive market becomes relevant and essential to achieving satisfactory performance. In this context, marketing theory suggests the possibility of adequacy between the characteristics of the marketing organization and the strategic type (VORHIES; MORGAN, 2003), with this, the prerogative of establishing an integrated management emerges, that is, aligning the strategic behavior (MILES; SNOW, 1978) to marketing actions catalyzed by marketing capabilities (MORGAN; VORHIES; MASON, 2009; MORGAN; KATSIKEAS; VORHIES, 2012; MORGAN et al., 2018; MORGAN, 2019). Thus, the objective of this study is to analyze a convergence between marketing resources, the strategic type and the degree of internationalization of Brazilian multinational companies. The method is descriptive and the approach is qualitative. The collection was based on secondary data and the companies listed in the FDC Ranking of Brazilian Multinationals (2018) were used as population. For the final collection, four companies belonging to the B2C market were used, considering a market that meets the objectives of the study. Therefore, from the results presented, it is inferred that there is a relationship between marketing capabilities and strategic behavior and that this relationship has a certain influence on the degree of internationalization to a greater or lesser extent, possibly because all the companies analyzed demonstrated great power of internationalization in recent years, given the trajectory of internationalization that started relatively recently and the current promising directions they are taking. In thesis, these events may have been leveraged by internationalization strategies based in part on marketing capabilities, that is, on marketing resources leveraged and materialized by capabilities and the way in which they strategically position themselves. to target markets, that is, the behavior they adopt, be it more cautious, with incremental movements (analyst) or more audacious, with emphasis on leadership and domain of products/markets (prospector). |
id |
UFSM_79d6986f9ab1ad62ae2b283fbae6f8a0 |
---|---|
oai_identifier_str |
oai:repositorio.ufsm.br:1/24545 |
network_acronym_str |
UFSM |
network_name_str |
Biblioteca Digital de Teses e Dissertações do UFSM |
repository_id_str |
|
spelling |
2022-05-27T19:32:21Z2022-05-27T19:32:21Z2021-09-09http://repositorio.ufsm.br/handle/1/24545Given the new market dynamics associated with the movement of economic integration between different markets pronounced by globalization, understanding how companies operate strategically in the competitive market becomes relevant and essential to achieving satisfactory performance. In this context, marketing theory suggests the possibility of adequacy between the characteristics of the marketing organization and the strategic type (VORHIES; MORGAN, 2003), with this, the prerogative of establishing an integrated management emerges, that is, aligning the strategic behavior (MILES; SNOW, 1978) to marketing actions catalyzed by marketing capabilities (MORGAN; VORHIES; MASON, 2009; MORGAN; KATSIKEAS; VORHIES, 2012; MORGAN et al., 2018; MORGAN, 2019). Thus, the objective of this study is to analyze a convergence between marketing resources, the strategic type and the degree of internationalization of Brazilian multinational companies. The method is descriptive and the approach is qualitative. The collection was based on secondary data and the companies listed in the FDC Ranking of Brazilian Multinationals (2018) were used as population. For the final collection, four companies belonging to the B2C market were used, considering a market that meets the objectives of the study. Therefore, from the results presented, it is inferred that there is a relationship between marketing capabilities and strategic behavior and that this relationship has a certain influence on the degree of internationalization to a greater or lesser extent, possibly because all the companies analyzed demonstrated great power of internationalization in recent years, given the trajectory of internationalization that started relatively recently and the current promising directions they are taking. In thesis, these events may have been leveraged by internationalization strategies based in part on marketing capabilities, that is, on marketing resources leveraged and materialized by capabilities and the way in which they strategically position themselves. to target markets, that is, the behavior they adopt, be it more cautious, with incremental movements (analyst) or more audacious, with emphasis on leadership and domain of products/markets (prospector).Diante da nova dinâmica de mercado associada ao movimento de integração econômica entre distintos mercados pronunciada pela globalização, a compreensão do modo como as empresas operam estrategicamente frente ao mercado competitivo torna-se pertinente e essencial ao alcance de um desempenho satisfatório. Nesse contexto, a teoria do marketing sugere a possibilidade de adequação entre as características da organização de marketing e o tipo estratégico (VORHIES; MORGAN, 2003), com isso, surge a prerrogativa de estabelecer uma gestão integrada, isto é, alinhando o comportamento estratégico (MILES; SNOW, 1978) às ações de marketing catalisadas pelas capacidades de marketing (MORGAN; VORHIES; MASON, 2009; MORGAN; KATSIKEAS; VORHIES, 2012; MORGAN et al., 2018; MORGAN, 2019). Desta forma, o objetivo deste estudo consiste em analisar a convergência entre as capacidades de marketing, o tipo estratégico e o grau de internacionalização de empresas multinacionais brasileiras. O método é de caráter descritivo e a abordagem qualitativa. A coleta foi baseada em dados secundários e utilizou-se como população as empresas listadas no Ranking FDC das Multinacionais Brasileiras (2018), sendo que para coleta final contou-se com quatro empresas pertencentes ao mercado B2C, considerando um mercado que atende aos objetivos do estudo. Para tanto, a partir dos resultados apresentados, infere-se que há relação entre as capacidades de marketing e o comportamento estratégico e que essa relação tem certa influência no grau de internacionalização em maior ou menor proporção, possivelmente em razão de que todas as empresas analisadas demonstraram grande poder de internacionalização nos últimos anos, haja vista a trajetória de internacionalização iniciada relativamente recente e os atuais rumos promissores que estão tomando. Em tese, estes acontecimentos podem ter sido alavancados por estratégias de internacionalização pautadas em parte nas capacidades de marketing, ou seja, nos recursos de marketing potencializados e materializados pelas capacidades e na forma como posicionam-se estrategicamente frente aos mercados-alvo, isto é, o comportamento que adotam seja ele mais cauteloso, com movimentos incrementais (analista) ou mais audacioso, com ênfase na liderança e domínio de produtos/mercados (prospector).porUniversidade Federal de Santa MariaCentro de Ciências Sociais e HumanasPrograma de Pós-Graduação em AdministraçãoUFSMBrasilAdministraçãoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessInternacionalizaçãoCapacidades de marketingTipos estratégicosGrau de internacionalizaçãoInternationalizationMarketing capabilitiesStrategic typesDegree of internationalizationCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOIntersecções entre as capacidades de marketing, os tipos estratégicos e o grau de internacionalização de empresas multinacionais brasileirasIntersections between marketing capabilities, strategic types and the degree of internationalization of brazilian multinational companiesinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisScherer, Flavia Lucianehttp://lattes.cnpq.br/4607383855380646Oliveira, Marta Olivia Rovedder deHahn, Ivanete Schneiderhttp://lattes.cnpq.br/5855843225218488Cassol, Cristina Anita6002000000066006006006006004fde65b8-7d9e-4960-a80e-a957620ebe7636fd451b-301d-4113-b4b3-91e6afe1f9871f563137-e881-4440-8d03-b13cd45a631df85f5bbd-8e56-4fc8-b4d1-477b734d91d8reponame:Biblioteca Digital de Teses e Dissertações do UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALDIS_PPGADMINISTRAÇÃO_2021_CASSOL_CRISTINA.pdfDIS_PPGADMINISTRAÇÃO_2021_CASSOL_CRISTINA.pdfDissertação de Mestradoapplication/pdf1859844http://repositorio.ufsm.br/bitstream/1/24545/1/DIS_PPGADMINISTRA%c3%87%c3%83O_2021_CASSOL_CRISTINA.pdf6a65339ef9d464481e4a30eba0caf3d1MD51CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; charset=utf-8805http://repositorio.ufsm.br/bitstream/1/24545/2/license_rdf4460e5956bc1d1639be9ae6146a50347MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81956http://repositorio.ufsm.br/bitstream/1/24545/3/license.txt2f0571ecee68693bd5cd3f17c1e075dfMD531/245452022-06-15 14:36:27.12oai:repositorio.ufsm.br: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 Digital de Teses e Dissertaçõeshttps://repositorio.ufsm.br/ONGhttps://repositorio.ufsm.br/oai/requestatendimento.sib@ufsm.br||tedebc@gmail.comopendoar:2022-06-15T17:36:27Biblioteca Digital de Teses e Dissertações do UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.por.fl_str_mv |
Intersecções entre as capacidades de marketing, os tipos estratégicos e o grau de internacionalização de empresas multinacionais brasileiras |
dc.title.alternative.eng.fl_str_mv |
Intersections between marketing capabilities, strategic types and the degree of internationalization of brazilian multinational companies |
title |
Intersecções entre as capacidades de marketing, os tipos estratégicos e o grau de internacionalização de empresas multinacionais brasileiras |
spellingShingle |
Intersecções entre as capacidades de marketing, os tipos estratégicos e o grau de internacionalização de empresas multinacionais brasileiras Cassol, Cristina Anita Internacionalização Capacidades de marketing Tipos estratégicos Grau de internacionalização Internationalization Marketing capabilities Strategic types Degree of internationalization CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Intersecções entre as capacidades de marketing, os tipos estratégicos e o grau de internacionalização de empresas multinacionais brasileiras |
title_full |
Intersecções entre as capacidades de marketing, os tipos estratégicos e o grau de internacionalização de empresas multinacionais brasileiras |
title_fullStr |
Intersecções entre as capacidades de marketing, os tipos estratégicos e o grau de internacionalização de empresas multinacionais brasileiras |
title_full_unstemmed |
Intersecções entre as capacidades de marketing, os tipos estratégicos e o grau de internacionalização de empresas multinacionais brasileiras |
title_sort |
Intersecções entre as capacidades de marketing, os tipos estratégicos e o grau de internacionalização de empresas multinacionais brasileiras |
author |
Cassol, Cristina Anita |
author_facet |
Cassol, Cristina Anita |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Scherer, Flavia Luciane |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/4607383855380646 |
dc.contributor.referee1.fl_str_mv |
Oliveira, Marta Olivia Rovedder de |
dc.contributor.referee2.fl_str_mv |
Hahn, Ivanete Schneider |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/5855843225218488 |
dc.contributor.author.fl_str_mv |
Cassol, Cristina Anita |
contributor_str_mv |
Scherer, Flavia Luciane Oliveira, Marta Olivia Rovedder de Hahn, Ivanete Schneider |
dc.subject.por.fl_str_mv |
Internacionalização Capacidades de marketing Tipos estratégicos Grau de internacionalização |
topic |
Internacionalização Capacidades de marketing Tipos estratégicos Grau de internacionalização Internationalization Marketing capabilities Strategic types Degree of internationalization CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Internationalization Marketing capabilities Strategic types Degree of internationalization |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
Given the new market dynamics associated with the movement of economic integration between different markets pronounced by globalization, understanding how companies operate strategically in the competitive market becomes relevant and essential to achieving satisfactory performance. In this context, marketing theory suggests the possibility of adequacy between the characteristics of the marketing organization and the strategic type (VORHIES; MORGAN, 2003), with this, the prerogative of establishing an integrated management emerges, that is, aligning the strategic behavior (MILES; SNOW, 1978) to marketing actions catalyzed by marketing capabilities (MORGAN; VORHIES; MASON, 2009; MORGAN; KATSIKEAS; VORHIES, 2012; MORGAN et al., 2018; MORGAN, 2019). Thus, the objective of this study is to analyze a convergence between marketing resources, the strategic type and the degree of internationalization of Brazilian multinational companies. The method is descriptive and the approach is qualitative. The collection was based on secondary data and the companies listed in the FDC Ranking of Brazilian Multinationals (2018) were used as population. For the final collection, four companies belonging to the B2C market were used, considering a market that meets the objectives of the study. Therefore, from the results presented, it is inferred that there is a relationship between marketing capabilities and strategic behavior and that this relationship has a certain influence on the degree of internationalization to a greater or lesser extent, possibly because all the companies analyzed demonstrated great power of internationalization in recent years, given the trajectory of internationalization that started relatively recently and the current promising directions they are taking. In thesis, these events may have been leveraged by internationalization strategies based in part on marketing capabilities, that is, on marketing resources leveraged and materialized by capabilities and the way in which they strategically position themselves. to target markets, that is, the behavior they adopt, be it more cautious, with incremental movements (analyst) or more audacious, with emphasis on leadership and domain of products/markets (prospector). |
publishDate |
2021 |
dc.date.issued.fl_str_mv |
2021-09-09 |
dc.date.accessioned.fl_str_mv |
2022-05-27T19:32:21Z |
dc.date.available.fl_str_mv |
2022-05-27T19:32:21Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/24545 |
url |
http://repositorio.ufsm.br/handle/1/24545 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.cnpq.fl_str_mv |
600200000006 |
dc.relation.confidence.fl_str_mv |
600 600 600 600 600 |
dc.relation.authority.fl_str_mv |
4fde65b8-7d9e-4960-a80e-a957620ebe76 36fd451b-301d-4113-b4b3-91e6afe1f987 1f563137-e881-4440-8d03-b13cd45a631d f85f5bbd-8e56-4fc8-b4d1-477b734d91d8 |
dc.rights.driver.fl_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.publisher.program.fl_str_mv |
Programa de Pós-Graduação em Administração |
dc.publisher.initials.fl_str_mv |
UFSM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Administração |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.source.none.fl_str_mv |
reponame:Biblioteca Digital de Teses e Dissertações do UFSM instname:Universidade Federal de Santa Maria (UFSM) instacron:UFSM |
instname_str |
Universidade Federal de Santa Maria (UFSM) |
instacron_str |
UFSM |
institution |
UFSM |
reponame_str |
Biblioteca Digital de Teses e Dissertações do UFSM |
collection |
Biblioteca Digital de Teses e Dissertações do UFSM |
bitstream.url.fl_str_mv |
http://repositorio.ufsm.br/bitstream/1/24545/1/DIS_PPGADMINISTRA%c3%87%c3%83O_2021_CASSOL_CRISTINA.pdf http://repositorio.ufsm.br/bitstream/1/24545/2/license_rdf http://repositorio.ufsm.br/bitstream/1/24545/3/license.txt |
bitstream.checksum.fl_str_mv |
6a65339ef9d464481e4a30eba0caf3d1 4460e5956bc1d1639be9ae6146a50347 2f0571ecee68693bd5cd3f17c1e075df |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 |
repository.name.fl_str_mv |
Biblioteca Digital de Teses e Dissertações do UFSM - Universidade Federal de Santa Maria (UFSM) |
repository.mail.fl_str_mv |
atendimento.sib@ufsm.br||tedebc@gmail.com |
_version_ |
1801485223207108608 |