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The strategy for global reach a case study of Estufazores
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| 1.24 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Internationalisation is a complex phenomenon for most companies, especially small and
medium-sized enterprises (SMEs). Often, a lack of resources, experience or knowledge can
jeopardise business expansion across borders.
In this sense, there are external agents, known as consultants, with specialised knowledge,
strategic contacts and know-how, who provide support to these companies, helping them before, during and after the internationalisation process.
In order to understand how a consultant can support a company in the development and
implementation of an internationalisation strategy, this research is based on a case study of
the relationship between CH Business Consulting and Estufazores.
In order to answer the research problem, a literature review was initially carried out focusing on the themes of the internationalisation process, international marketing and the role of consultancies in business internationalisation. Since this is a case study, a qualitative approach was adopted, using document analysis and semi-structured interviews with three CH Business Consulting employees and one Estufazores employee.
Finally, from the triangulation of the data, it was concluded that, despite the strategies developed by CH Business Consulting, Estufazores' internationalisation faced significant challenges, underlining the need for meticulous preparation and continuous adaptation if
SMEs are to achieve success in international expansion.
Descrição
Palavras-chave
Business consulting Internationalisation Business strategy SMEs International marketing Case study