Internacionalização: um estudo de caso da introdução de produtos petbeing no mercado americano

Abstract

This final paper aims to analyze and apply a practical model of pet product internationalization into the U.S. market, using the brand Petbeing as a case study. The research adopts a qualitative and exploratory approach, based on the case study method. The theoretical framework addresses the challenges of entering highly regulated markets, the adaptation of the marketing mix, and the construction of brand equity. The study outlines the strategic stages involved in product development, regulatory certification, distribution strategy, and compliance management. The findings demonstrate that the hybrid market entry strategy adopted, combining digital channels for initial validation and physical retail expansion for scale and credibility, was crucial for brand consolidation in the U.S. market. The experience analyzed highlights that successful product internationalization requires more than intrinsic quality; it demands in-depth regulatory knowledge, cultural and commercial adaptation, and a clear strategic positioning. It is concluded that the success of the case lies in the combination of strategic planning, continuous adaptation, and the transformation of regulatory compliance into a competitive advantage. [resumo fornecido pelo autor]