O papel do marketing no processo de internacionalização de empresas da Serra Gaúcha

Abstract

Globalization, together with the business internationalization, has reduced the istances between nations and consequently enabling companies to reach new markets. In this ontext, arketing becomes an important knowledge tool for the insertion of companies abroad. Thus, this study has the objective to analyze the importance of marketing in the internationalization process of companies in the metropolitan region of sierra of Rio Grande do Sul and identify marketing trategies applied by the companies to export products with their own brand. Therefore, the ethodology used was quantitative at a descriptive level and the data collection strategy was arried out through a survey questionnaire. From the analysis of the obtained data, the marketing rategies were identified and it was possible to observe how important it is to prepare a strategic lan to operate in international level. Most companies value the quality of their products, which is he main feature of the strategy, together with brand recognition, are the predominant output gap in the international market. [resumo fornecido pelo autor]