Ivan Lapuente Garrido

Orientação para o mercado externo: o refinamento de uma escala de mensuração

The present study is an exploratory survey of a transversal cut, carried through with 617 Brazilian exporting companies, developed with the objective to validate, in Brazil, a scale of export market orientation. Structural equation modeling was used as the base for the statisticalanalysis statistics of the collected data. Two scales of measuring of market orientation had served of reference for the study – the scale of export market orientation developed by Cadogan, Diamantopoulos, and Mortanges (1999) and the scale of market orientation created by Matsuno, Mentzer, and Rentz (2000b). The resulting scale – a hybrid model, joining indicators of the two scales mentioned, but mainly based on the model by Cadogan et al. (1999) – demonstrated trustworthy results and is presented as a valid model to measure the degree of orientation for the external market of Brazilian exporting organizations.

The EXPERF scale and entry strategies: an assessment for export performance in brazilian companies

O presente estudo objetiva testar o uso da escala EXPERF, proposta por Zou et al. (1998), como instrumento que avalia a performance exportadora em empresas brasileiras. Procura-se contribuir para a discussao sobre as dificuldades em se avaliar a performance internacional, bem como sobre as influencias das formas de mensura-la em resultados de estudos em internacionalizacao. Foram pesquisadas 219 empresas brasileiras exportadoras e, por meio de um processo de validacao interna, empregando a modelagem de equacoes estruturais, e de validacao externa, comparando-se performances entre diferentes grupos estrategicos de empresas, pode-se concluir que a escala oferece uma alternativa confiavel para a avaliacao do desempenho internacional das empresas estudadas. A escala demonstrou consistencia, ao abarcar a diversidade de industrias, os portes empresariais e as estrategias de internacionalizacao utilizadas. Palavras-chave: performance, modos de entrada, estrategias de entrada, internacionalizacao .

UMA ANÁLISE SOBRE O CONCEITO DE APRENDIZAGEM NA PERSPECTIVA DE INTERNACIONALIZAÇÃO

The present study aims to analyze the concept of learning in the internationalization studies. Considering the relationship between learning and internationalization had its groundwork at the Uppsala University, we believe its relevant outlining the path from the main publications regarding the Uppsala School as well as the internationalization process model developed by them in order to comprehend the evolution of the concept of learning from this perspective. In addition, owing to the extension of the relationship between learning and internationalization, this paper analyzes some relevant organizational learning studies and their contributions in order to construe the internationalization process development. Therefore, the contribution of this study is the critical review on the concept of learning from the Uppsala School and also indicating contributions of this concept from the latest developments of this idea.

Coopetition and institutions: a strategy for Brazilian wineries facing internationalization

The purpose of this study is to understand the role institutions play in driving the internationalization of firms in an emerging country through promotion of coopetition. Investigating the relationships between coopetition, institutions and internationalization, especially among firms in emerging countries, is an important approach that has received little attention.,This study has used a single case study interviewing managers of Brazilian wineries and representatives of formal institutions in an emerging economy. A research framework taking an institutions-based view of strategy and applying it to study coopetition and internationalization is proposed.,Formal institutions are the most important players in the promotion of coopetition between firms in the Brazilian wine industry. Coopetition enables firms to access new resources and capabilities, promoting and facilitating internationalization, while also increasing firms’ competitiveness in the domestic market. The study also found evidence of certain limiting factors within these relationships, caused by the heterogeneous nature of the firms involved and by the asymmetries in their perceptions of the gains achieved.,As a consequence of the methodology adopted, the results of this study are limited to the Brazilian wine industry. Future research should extend the approach to data collected in different countries and industries. Another promising avenue for research is to explore how decisions of a political nature influence the institutions that coordinate an industry, which would provide a new perspective on the internationalization of the firms involved.,The results offer governments and institutions an opportunity to better understand, and therefore to better manage, their actions in relation to their role in the promotion of the competitiveness of firms and industries, both in international and domestic markets. For firms, the results offer insights into the possible gains and the limitations of coopetition strategies, contributing to their decision-making on involvement. The study also contributes to understanding the competitiveness of the industry investigated.,This study approaches coopetition from the institutional perspective. It also focuses on internationalization of firms from an emerging country, which is characterized by a lack of firm-specific resources. The proposed framework seems promising for future research investigating coopetition and institutions within an integrated analytical framework.

Aprendizagem organizacional e teoria neoinstitucional à luz da escola comportamental de negócios internacionais

Este estudo tem por objetivo apresentar as caracteristicas da aprendizagem organizacional e da teoria neoinstitucional aplicadas a abordagem comportamental de negocios internacionais. Assim, este estudo visa contribuir ao integrar, de maneira singular, o papel das instituicoes na internacionalizacao das empresas sob a perspectiva comportamental. Para tanto, buscou-se desenvolver os principais conceitos que abordam os modelos de negocios internacionais sob tal perspectiva e que enfatizam o papel do aprendizado e do conhecimento para o exito da internacionalizacao da firma. O estudo complementou essa visao ao acrescentar os trabalhos que utilizam o enfoque institucional no modelo de Uppsala, propiciando uma contribuicao na revisao da perspectiva comportamental ao integra-la aos conceitos de aprendizagem organizacional e de contexto institucional.

The influence of formal institutions on the internationalization of companies in an emerging country

Purpose – The goal of this study is to use the institution-based view as the background for an investigation of how formal institutions influence the internationalization processes of firms from an emerging economy. Design/methodology/approach – Our case study is based on semistructured interviews with twenty-one representatives of formal institutions and firms in the Brazilian wine industry. Findings – It was noted that formal institutions have positive influences on the internationalization of Brazilian wineries by providing learning, relationship networks, intelligence about foreign markets, costs reduction, internationalization of business processes, and by promoting the home country’s image as a wine producer in foreign markets, and as a recognized supplier to the domestic market. They also have negative influences, as excessive bureaucracy, strikes, erection of legal barriers to trade with other countries, insufficient technical knowledge, high taxes, and favoritism benefiting the largest wine producers in the industry. Originality/value – The paper closes with suggestions for future research on how phenomena such as the relationship strategies established by the wineries impact upon internationalization and how decisions of a political nature made by formal institutions influence the wine industry, providing a new outlook on the internationalization of these firms.

Prospecting theoretical approaches to understand internationalization of creative economy firms

We argue that the internationalization process of firms in the creative economy has particular aspects that distinguish it from internationalization of firms in traditional economic sectors. We explore ways in which the international business literature might be helpful for understanding how internationalization takes place in firms whose core business is creation of ideas. We conducted a case study using a focus group technique to investigate a creative economy firm specialized in computer graphics. The firm already does business internationally as a producer of electronic mockup models, but is transitioning to the computer-generated video production industry. Our results suggest that behavioral approaches to international business related to entrepreneurship, as well as country origin effects and networks theory could be useful to expanding knowledge about the internationalization process in such firms, in which creativity is a critical resource.

Political perspectives of relationship networks to internationalization of firms in an emerging economy

The neo-institutional theory has been used to explain inter-organizational networks related phenomena from the economic and sociological perspectives. The political perspective has not been often used to study institutional contexts of networks. We aim to analyze the decision-making of the formal institutions in the internationalization process of firms in an emerging economy from a political bias. For the empirical field of study, we considered the Brazilian wine industry. Starting from a case study with twenty-three interviews with representatives of wineries and entities of this industry, our paper furthers the understanding of how institutions influence the internationalization of firms in an emerging economy. Based on the political perspective of the neo-institutional theory, our study describes how institutions, mainly the government, can influence an industry. Government cannot afford resources to benefit or protect all the industries, as well as cannot provide incentives to all firms, and those that are supported will lose competitiveness. For the firms, the choices are based on trying to achieve economic advantages through political influences. For the institutions, the choices are based on political influences considering institutional strategies.

Do Institutions Matter? The Case of Wines Manufacturer from AN Emerging Economy

Abstract Purpose The case of Wines Manufacturer from an Emerging Economy (WMEE) aims to provide a starting point for reflections and discussions about the influence of home country formal institutions on the internationalization process of an industry in an emerging market context. Methodology/approach The plot revolves around the Wines Manufacturer from an Emerging Economy project, which was created to promote the Brazilian wine industry in the international market. A qualitative-descriptive approach was applied to the study, and data collection was conducted through primary and secondary sources. Findings The context involves the difficulty of positioning Brazilian wines in both the domestic and international markets, especially fine wines. The relationship networks built during internationalization processes (in most cases promoted by formal institutions such as WMEE) help to shape strategies for Brazilian wineries. Originality/value Doing business in international markets has made Brazilian wine known worldwide and internationalized wineries can attain new levels of learning, which can be transposed into their domestic operations. If, on the one hand, institutions are important for promoting the industry and its internationalization process, on the other hand, it is equally true that the fragmented institutional structure and their overlapped roles generate many conflicts.

International market orientation, strategies of entrance in international markets and international performance: propositions for a conceptual model

The large number of studies about market orientation is concentrated on domestic environments. The approach to international activities of the organizations has not been enough explored yet. This article analyzes the theories about international market orientation and strategies of entrance in international markets, offering propositions discussed with executives and academicians related to international business. It is based on an exploratory research, and its data collection was made with a semi-structured questionnaire applied in interviews with four executives responsible for international business in different types of companies and with three academicians who do research on this subject. It presents a conceptual model for the relationship between the level of international market orientation, international performance and the strategies of entrance in international markets adopted by the organizations. It argues that the adoption of more complex strategies of entrance in international markets, for example, through direct foreign investments, implies the need to increase international market orientation and performance levels, given the influence that these strategies have on the constructs of intelligence generation and dissemination, response and interfunctional coordination. Key words: international market orientation, strategies of entrance in international markets, international performance.