A relação entre as boas práticas no processo de abordagem de mercados externos e o desempenho exportador das empresas moveleiras da Serra Gaúcha

Abstract

This study aims to analyze the relationship between the adoption of best practices in the process of approaching foreign markets and the export performance of furniture companies located in the Serra Gaucha region. The Southern region of Brazil, particularly the furniture cluster of Serra Gaucha, has a significant participation in international trade and has shown substantial growth in exports, highlighting the relevance of investigating the factors that contribute to the competitiveness of these companies in foreign markets. The study addresses aspects such as export readiness, export capacity, innovation, product adaptation, international marketing, regulatory compliance, and the development of human capital. A quantitative approach was adopted with data collection carried out through a structured questionnaire applied to managers of exporting furniture companies. Data analysis was conducted using statistical techniques, including descriptive statistics (means, standard deviations, and frequency distribution) and multivariate data analysis (multiple regression models), aimed at examining the relationship between the adoption of best practices and export performance indicators. The results obtained indicated that companies recognize the relevance of best practices related to approaching foreign markets, especially those associated with market intelligence and the use of strategic information. However, it was observed that the implementation of these practices still occurs at a moderate level in some companies, particularly regarding export planning, highlighting differences between the recognition of the importance of these practices and their effective adoption. [resumo fornecido pelo autor]