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Estratégias de Internacionalização e Oportunidades de Benchmarking. Estudo de caso: Zara
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Abstract(s)
A internacionalização é um tema presente na grande maioria das organizações
empresariais da atualidade. Num contexto tão globalizado, dificilmente uma empresa
consegue crescer e atingir os seus objetivos evitando os desafios da internacionalização.
Até por isso, são vários os fatores a considerar nessa decisão e, na verdade, são assim
várias as missivas resultantes dessa opção.
Nesse sentido, a presente dissertação pretende apresentar os principais fatores de
decisão de internacionalização, bem como compreender de que modo as empresas podem
expandir as suas operações além-fronteiras e quais são os métodos mais adequados. Para
tais desideratos, foi feita uma análise ao processo de internacionalização da marca Zara,
adstrita ao grupo Inditex.
Foram analisados vários trabalhos, artigos e obras no âmbito da gestão de
empresas internacionais, das estratégias de internacionalização e também modos de
entrada em mercados estrangeiros, além do modelo de gestão da Zara e do impacto desse
modelo na criação da sua cadeia internacional.
Por conseguinte, retiraram-se conclusões relativas às lições que as empresas
podem retirar do processo de internacionalização protagonizado pela Zara e ao modo
como essas lições se aplicam a diferentes indústrias e contextos.
Internationalization is a presente theme in the vast majority of today's business organizations. In such a globalized context, it is difficult for a company to grow and achieve its objectives by avoiding internationalization. However, there are several factors to consider in this decision, and several decisions resulting from this option. In this sense, this dissertation intends to present the main factors of an internationalization decision, as well as understand how companies can expand their operations across borders and what are the appropriate methods. For these purposes, an analysis was made of the internationalization process of the Zara brand, of the Inditex group. As such, several works, articles and books on business management, internationalization strategies and ways to enter foreign markets were analysed, as well as the Zara management model and the model's impact on the creation of its international line. Consequently, conclusions have been drawn regarding the lessons that can be learned from the internationalization process carried out by Zara and the way these operations are applied in different industries and contexts.
Internationalization is a presente theme in the vast majority of today's business organizations. In such a globalized context, it is difficult for a company to grow and achieve its objectives by avoiding internationalization. However, there are several factors to consider in this decision, and several decisions resulting from this option. In this sense, this dissertation intends to present the main factors of an internationalization decision, as well as understand how companies can expand their operations across borders and what are the appropriate methods. For these purposes, an analysis was made of the internationalization process of the Zara brand, of the Inditex group. As such, several works, articles and books on business management, internationalization strategies and ways to enter foreign markets were analysed, as well as the Zara management model and the model's impact on the creation of its international line. Consequently, conclusions have been drawn regarding the lessons that can be learned from the internationalization process carried out by Zara and the way these operations are applied in different industries and contexts.
Description
Keywords
Internacionalização Globalização Estratégia Modos de entrada Fatores de decisão