Internacionalização e marca em mercados internacionais: um estudo de casos múltiplos com indústrias brasileiras exportadoras de produtos agrícolas

Abstract

As many developing countries, Brazil depends heavily on the exportation of agricultural products, with agribusiness being the basis of around half of Brazilian total exports. At the same time, several studies demonstrate that a branded product shows higher perceptions of quality and greater consumer loyalty, resulting in greater perceived value. Thus, this dissertation seeks to understand how Brazilian companies that export agricultural products internationalize and develop brand management abroad, through a multiple case study with Nelson Wendt Alimentos and Oderich S.A, two companies which already have their own brands positioned internationally. To achieve the proposed objectives, five in-depth interviews were conducted with people responsible for the international operations of both companies, in addition to documentary analysis and direct observation. After triangulating the data and analyzing the results, the present study points out propositions on brand management in the export of agricultural products, which may serve as a basis for agricultural industries that wish to start or leverage their export trajectory through international brand management. Among the results, it can be mentioned the brand’s standardization in the export of agricultural products, the participation in international fairs, the country of origin effect in food exports, the relevance of commercial representation, and a series of other propositions.