O Impacto da Adaptação do Marketing-Mix na Imagem da Marca e na Confiança

Martine Cardoso, Catia Fernandes Crespo

Abstract


Resumo estruturado:

Objetivos: O objetivo deste estudo é analisar fatores que os gestores considerem determinantes para definir o nível estratégico de adaptação do marketing-mix nos mercados-alvo internacionais, bem como analisar as consequências desta estratégia de adaptação. Pretende-se, por um lado, avaliar a influência exercida pela experiência de internacionalização empresarial e pela distância cultural na estratégia de adaptação dos diferentes elementos do marketing-mix, e por outro lado, analisar as consequências desta estratégia na imagem de marca e confiança dos consumidores.

Metodologia/abordagem: A recolha de dados foi efetuada através da aplicação de um questionário online dirigido a empresas exportadoras, tendo sido obtidas 117 respostas válidas. As hipóteses foram testadas com recurso a fontes de informação secundária, tendo sido utilizadas equações estruturais (SEM) estimadas no software PLS (Partial Least Squares).

Resultados: Os resultados sugerem que a experiência de internacionalização influencia positivamente a adaptação dos elementos produto e pessoas (colaboradores) do marketing-mix; que a distância cultural influencia positivamente a adaptação dos elementos preço e distribuição nos mercados externos; que o grau de adaptação dos benefícios do produto influencia positivamente a imagem da marca nos mercados externos e que o grau de adaptação do elemento pessoas (colaboradores) das empresas influencia positivamente a confiança nos mercados externos.

Originalidade e Valor: Este estudo procura responder a uma lacuna identificada na literatura, ao nível dos determinantes e consequências associados à adaptação vs. standardização das estratégias de marketing internacional. O debate da adaptação vs. standardização do marketing-mix tem sido pautado por conclusões contraditórias; salienta-se por isso, na literatura, a necessidade de futuras investigações empíricas que permitam medir a influência relativa de diferentes fatores subjacentes a esta decisão estratégica. O presente estudo pretende contribuir para este corpus de conhecimento, aumentando-o com base nos dados recolhidos em contexto real, a partir da experiência de empresas que estão no terreno e que já possuem (maior ou menor) experiência de internacionalização.

 

Palavras-chave: internacionalização, distância cultural, adaptação, standardização, imagem de marca, confiança


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