Causation e effectuation : a influência nas estratégias de marketing e no desempenho de exportação de micro e pequenas empresas

Detalhes bibliográficos
Ano de defesa: 2018
Autor(a) principal: Cunha, Reynaldo Dannecker lattes
Orientador(a): Rocha, Thelma Valéria
Banca de defesa: Ogasavara, Mario Henrique, Strehlau, Vivian Iara, Spers, Eduardo Eugênio, Carneiro, Jorge Manuel Teixeira, Barki, Edgard
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:
Área do conhecimento CNPq:
Link de acesso: http://tede2.espm.br/handle/tede/292
Resumo: In this study we evaluate how causation and effectuation influence export marketing strategies and export performance of micro and small enterprises. Some studies have applied these concepts as a dichotomy issue; the novelty is on presenting both theories simultaneously and their impact on the decision-making process of exporting companies. We advance the theoretical conceptualization of international marketing management of SMEs and present new connections with previous concepts that either originated in the rational decision of neoclassical microeconomics or relies on cognitive science. Empirically we developed a quantitative research, using the survey method, whit 110 micro and small companies. The results pointed out a significant effect of causation on product adaptation and of effectuation on product adaptation, communication and price. Causation was posotively associated whit export performance. They also indicated, in the sample surveyed, the importance of maintaining planned, controlled and result-oriented decisions, as well as having flexibility and experimentation to enhance export results. Its applicability is revealed by indicating practices that improve the internationalization of SMEs.