Detalhes bibliográficos
| Ano de defesa: |
2024 |
| Autor(a) principal: |
Silva, Gladistone Soares Lopes da |
| Orientador(a): |
Rocha, Thelma Valéria |
| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Tese
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Doutorado em Administração com Concentração em Gestão Internacional
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
|
| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/761
|
Resumo: |
This study aims to understand the influence of marketing aspects on the exports of medium-sized companies in the state of Mato Grosso, according to the strategy adopted, in light of the theoretical lens of exploitation and exploration. In the empirical part of this study, exploratory qualitative research was carried out, applying the multiple case study method, in 4 medium and large companies in the state of Mato Grosso. Interviews were conducted with managers in strategic positions, responsible for decision-making, strategic planning and marketing in the companies. The content analysis method was used to process the collected data. The results showed that exporting companies in Mato Grosso balanced exploitation and exploration to optimize internal processes and explore new markets. Strategic management was influenced by competition and partnerships, while marketing adaptation and innovation boosted competitiveness. Ambidexterity was positive for effectiveness in international markets. As a contribution, this research analyzes ambidexterity (exploitation and exploration) and International Marketing practiced in Mato Grosso as an example of developing regions in Brazil. |
