Aspectos econômicos e propostas para o ingresso de empresas moveleiras gaúchas no mercado alemão

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

Changes occurred in the global economy have led the companies to extent their activities to other external markets. The technology advances, mainly in the communication field and logistics, and the market gathering into global ones, have brought significant changes on companys entry mode into the foreigner markets, which can vary according to its segment role. This research has aimed to design propositions to insert the furniture southern Brazilian companies on the German market, considered one of the most important worldwide importers and the gateway to the European market. Through semi-structured interviews by entities with important domain and knowledge on the international furniture market, it has been intended to design the domestic and the southern Brazilian furniture industry, its role on the international market, and the regional product characteristics. Through these data it has been possible to design the propositions for the internacionalization of the Southern Brazilian furniture industry in the German market. Yet, this research has revealed that a gap in the furniture industry is the creation of a Brazilian design, and the clients resistance big international retailers to the Brazilian creativity. This barrier could be decreased by investments on own distribution centers on the German market, so that the Brazilian company has greater control and autonomy in its own marketing program

ASSUNTO(S)

marketing internacional international marketing marketing strategy administracao german market mercado alemão estratégia de marketing internationalization internacionalização

ACESSO AO ARTIGO

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