Inserção internacional de empresas de cafés industrializados do Brasil: um estudo multicasos

Abstract

The purpose of this study is to assess the international action of the Brazilian roasted & ground coffee companies from the standpoint of Chief Executive Officers (CEOs), through the study of five cases of Brazilian manufacturers of roasted beans & ground coffee in the process of internationalization. With it, we aim the following goals: (i) check what essential competencies the firm and its executives needed to develop in order to enter the international market; (ii) check the view of these executives about the international market in the segment of roasted coffee beans and/or ground coffee and the relevant process to select target markets; (iii) check the impact of interpersonal and corporate relationship in the context of internationalization; (iv) check the strategies adopted considering the different psychic characteristics of each foreign market as well as their perception of the institutional governance in relation to institutional promotion of industrialized Brazilian coffee, across PSI APEX-Brasil/Sindicafé-SP; (v) evaluate how institutions (especially public) which lay down the rules of the game favor or do not favor access to the international market of industrialized coffees. As one conclusions, the study demonstrate that for CEO of the Brazilian roasted e ground coffee industry, the international market is an "oasis", while the expansion process being go of one strategic action accomplishing after the consolidation of the firm´s business in domestic market.