O impacto do marketing de relacionamento nas relações comerciais entre Portugal e Angola.

Gisela Maria Maia Alves

Abstract


Este estudo é particularmente relevante porque inclui um país africano, já que, no que se refere a literatura de marketing, existe uma enorme falta de estudos. O objetivo deste artigo é investigar de que forma a qualidade das relações, a cooperação e as culturas nacionais influenciam as relações de negócios entre as empresas exportadoras portuguesas e os seus intermediários no mercado angolano. O artigo está estruturado com uma introdução, seguido pela discussão e termina com a conclusão.

Em termos de metodologia, opta-se por uma análise qualitativa: foram analisados três casos de estudo de empresas exportadoras portuguesas e dois casos de estudo de intermediários angolanos. Foram realizadas entrevistas a CEOs de empresas exportadoras portuguesas e a quadros responsáveis pelas atividades de exportação, bem como aos correspondentes distribuidores angolanos. Os dados recolhidos foram tratados de acordo com a análise de conteúdo. De uma maneira geral, os resultados evidenciam que a confiança, o compromisso, a cooperação, a cultura nacional – assumindo a partilha da mesma língua uma importância fundamental – e valores semelhantes, e também o facto de Portugal ter sido o país colonizador de Angola, influenciam as relações de negócios. Os estudos sobre mercados emergentes/em desenvolvimento são escassos e, até ao momento, nenhum analisa as especificidades do mercado angolano.

 

Palavras-chave: Angola, Portugal, Marketing de Relacionamento, Marketing Internacional.

 

 

[ENG]

Título: "The impact of relationship marketing on commercial relations between Portugal and Angola"

Abstract

This study is particularly relevant because it includes an African country, since, as far as marketing literature is concerned, there is a huge lack of studies. The purpose of this article is to investigate how the quality of relations, cooperation and national cultures influence business relations between Portuguese exporting companies and their intermediaries in the Angolan market. The article is structured with an introduction, followed by the discussion and ends with the conclusion.
In terms of methodology, a qualitative analysis was chosen: three case studies of Portuguese exporting companies and two case studies of Angolan intermediaries were analyzed. Interviews were conducted with CEOs of Portuguese exporting companies and executives responsible for export activities, as well as with the corresponding Angolan distributors. The collected data were treated according to the content analysis. In general, the results show that trust, commitment, cooperation, national culture - assuming the sharing of the same language is of fundamental importance - and similar values, and also the fact that Portugal was the colonizing country of Angola, influence business relationships. Studies on emerging / developing markets are scarce and, to date, none have analyzed the specifics of the Angolan market.

 

Keywords: Angola, Portugal, Relationship Marketing, International Marketing.



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References


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