Specialty foods: o processo de internacionalização das organizações e instituições dos projetos setoriais da Apex- Brasil
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Data
2018-02-23
Autores
Leite, Luciana Cristina
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Universidade Estadual Paulista (Unesp)
Resumo
O segmento de produtos Specialty Foods vem ganhando reconhecimento nos mercados globais, por apresentar atributos cada vez mais demandados pelos consumidores. Nessa perspectiva, esse segmento vem se caracterizando como uma oportunidade de atuação de organizações produtoras brasileiras que desejam acessar mercados internacionais, tendo em vista o potencial do Brasil na produção e exportação de alimentos, e as ações da Agência Brasileira de Promoção de Exportações e Investimentos (Apex-Brasil), no desenvolvimento dos projetos setoriais para promoção internacional de empresas exportadoras. Nesse aspecto, e levando-se em conta as peculiaridades de se acessar os mercados internacionais, o presente trabalho teve por objetivo analisar o processo de internacionalização das organizações e instituições vinculadas aos projetos setoriais da Apex-Brasil na categoria de produtos Specialty Foods. Para tanto, foi utilizada uma pesquisa qualitativa, cujos objetivos foram descritivos. Os procedimentos metodológicos envolveram o desenvolvimento teórico abordando questões ligadas à internacionalização de empresas, do marketing internacional e do papel da esfera pública nesse processo; a pesquisa de campo, com profissionais da instituição Apex-Brasil e uma Associação, e estudos de casos com cinco empresas do estado de São Paulo. Os resultados indicaram que a estratégia utilizada pelas empresas tem sido o modelo de exportação direta, justificada pela vantagem de controle sobre as atividades de exportação. Identificou-se que o ambiente de marketing tem forte impacto no planejamento estratégico das empresas, desafiando-as na adaptação e inovação de estratégias para serem mais competitivas nos mercados, tendo como impulsionador a força cultural. Em relação a barreiras de acesso, as empresas estão sujeitas às barreiras sanitárias e fitossanitárias, devido à categoria de produtos alimentícios e também às barreiras técnicas e ambientais. Em relação às ações da Apex-Brasil e da Associação Setorial ABBA, constatou-se as ações de promoção comercial implicaram em aperfeiçoamentos relevantes para as empresas em seu processo internacionalização, assim como ampliaram as oportunidades de atuação no mercado dos Estados Unidos, em termos de Specialty Foods. Limitações da pesquisa, bem como as contribuições e sugestões de direcionamento de novas pesquisas, com o intuito de progredir nos estudos sobre agências de promoção comercial, no âmbito das empresas e das ações da Agência em diferentes mercados são apresentados nas considerações finais.
The Specialty Foods product segment has been gaining recognition in global markets because of the increasingly demanding attributes of consumers. In this perspective, this segment has been characterized as an opportunity for Brazilian producer organizations wishing to access international markets, in reason of Brazil's potential in the production and export of food, and the actions of the Brazilian Agency for the Promotion of Exports and Investments (Apex-Brasil), in the development of sectoral projects for the international promotion of export companies. In this regard, and taking into account the peculiarities of accessing international markets, the objective of this work was to analyze the internationalization organizations process and institutions linked to Apex-Brasil's sectorial projects in the category of Specialty Foods products. For that, a qualitative research was used, whose objectives were descriptive. The methodological procedures involved the theoretical development addressing issues related to the internationalization of companies, international marketing and the role of the public sphere in this process; the field research, with professionals from the Apex-Brazil institution and an Association, and case studies with five companies from the state of São Paulo. The results indicated that the strategy used by the companies has been the direct export model, justified by the advantage of control of the export activities. It was identified that the marketing environment has a strong impact on the strategic planning of the companies, challenging them in the adaptation and innovation of strategies to be more competitive in the markets, having as booster the cultural force. In relation to the access barriers, companies are subject to sanitary and phytosanitary barriers due to the category of food products as well as technical and environmental barriers. In relation to the actions of Apex-Brasil and the ABBA Sectorial Association, it was found that the commercial promotion actions implied in relevant improvements for the companies in their internationalization process, as well as expanded opportunities in the United States market in terms of Specialty Foods. Limitations of the research, as well as the contributions and suggestions for the direction of new research, in order to progress in the studies on commercial promotion agencies, within the scope of the companies and the actions of the Agency in different markets are presented in the final considerations.
The Specialty Foods product segment has been gaining recognition in global markets because of the increasingly demanding attributes of consumers. In this perspective, this segment has been characterized as an opportunity for Brazilian producer organizations wishing to access international markets, in reason of Brazil's potential in the production and export of food, and the actions of the Brazilian Agency for the Promotion of Exports and Investments (Apex-Brasil), in the development of sectoral projects for the international promotion of export companies. In this regard, and taking into account the peculiarities of accessing international markets, the objective of this work was to analyze the internationalization organizations process and institutions linked to Apex-Brasil's sectorial projects in the category of Specialty Foods products. For that, a qualitative research was used, whose objectives were descriptive. The methodological procedures involved the theoretical development addressing issues related to the internationalization of companies, international marketing and the role of the public sphere in this process; the field research, with professionals from the Apex-Brazil institution and an Association, and case studies with five companies from the state of São Paulo. The results indicated that the strategy used by the companies has been the direct export model, justified by the advantage of control of the export activities. It was identified that the marketing environment has a strong impact on the strategic planning of the companies, challenging them in the adaptation and innovation of strategies to be more competitive in the markets, having as booster the cultural force. In relation to the access barriers, companies are subject to sanitary and phytosanitary barriers due to the category of food products as well as technical and environmental barriers. In relation to the actions of Apex-Brasil and the ABBA Sectorial Association, it was found that the commercial promotion actions implied in relevant improvements for the companies in their internationalization process, as well as expanded opportunities in the United States market in terms of Specialty Foods. Limitations of the research, as well as the contributions and suggestions for the direction of new research, in order to progress in the studies on commercial promotion agencies, within the scope of the companies and the actions of the Agency in different markets are presented in the final considerations.
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Palavras-chave
Specialty Foods, Internacionalização, Apex-Brasil, Exportação, Empresas, Companies, Exportation