A influência da rede de relacionamentos sociais na internacionalização : o caso da Cooperativa Artisans Brasil

• Ano de defesa: 2013
• Autor(a) principal: Oliveira, Edi Carlos de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Estadual de Maringá; Brasil; UEM; Maringá, PR; Programa de Pós-Graduação em Administração
• Palavras-chave em Português: Internacionalização; Cooperativa; Redes; Rede de relacionamentos sociais; Comércio justo; Redes sociais; Brasil.; Internationalization; Network of social relationships; Fair trade; Brazil.; Ciências Sociais Aplicadas; Administração
• Link de acesso: http://repositorio.uem.br:8080/jspui/handle/1/3199

This master's thesis seeks to understand how the network of social relationships influenced the internationalization of Cooperativa Artisans Brasil. A descriptive study was conducted with cross-sectional and longitudinal perspective, the primary data were collected through thirteen semi-structured interviews with actors that make up the network. To map the network of relationships, we used the snowball technique, in which social actors mentioned the names of other actors in which they have some kind of social bond. Secondary data were gathered by means of literature and documentary analysis. After the data were organized, the software Atlas.ti was used to code the interviews and later content analysis. The case analysis enabled the raising of a discussion of the themes, demonstrating that the internationalization of Cooperativa Artisans Brasil is explained by the organization of the network social relationships to exploit a particular niche market in France - fair trade. Thus, the strategy of internationalization favored the understanding of how to enter the foreign market and the characterization of this Cooperative as a born global performance in the international arena since the beginning of the activities. However, it is worth highlighting that one of the findings of this research shows that the organization of the network social relationships and fair trade drove the internationalization of this Cooperative, because when analyzing their network of social relationships, it was noticed that the specific action of a broker enabled the connection to the Cooperative with network French Artisans Du Monde. Besides the relevance of social network relationships in the internationalization, this was very useful when the market had no external demand for artisan product, due to the economic crisis that has introduced in Europe in 2008, which restricted the continuity of the Cooperative?s internationalization. In face of this context, once again your network relationships developed strategic actions to exploit the national market, taking the line of Regional Sustainable Development, where the Cooperative participated in fairs, it placed the products on the Sustainability Store of Banco do Brasil; was awarded by FECOMÉRCIO; opened an online store, was selected in two projects of the program Talentos do Brasil Rural?, where the first was the right to participate in the twelve host cities where it will be the 2014 World Cup games marketing their products the other was the project "Identidade, trabalho e arte: as artesãs do Vale da Seda", which aim the acquisition of resources from companies wishing to make donations or sponsorships from the income tax they have to pay; the "Instituto Vale da Seda" was included as a new partner in the business, which in addition to benefiting the Cooperative with the BR Code holographic seal on product labels (to ensure the origin of silk products), it will enable internationalization for countries in which the ?Instituto Vale da Seda? develops business contacts. So, given the benefits provided by the network social relationships, the research results show that it has influenced the internationalization of Cooperativa Artisans Brasil.