Do marketing internacional à cultura: cuidados para atuar no mercado externo

Abstract

The increasing level of development of the globalization and national competition structures, makes domestic entrepreneurs feel pressured to expand their business to foreign markets. However, the challenge is closely connected to the cultural and environmental differences between countries, being more complex than the challenges that are founded in the national market. Once this problem has been detected, this study aims to show in a practical way some processes to be adopted during the internationalization of a company, based on the techniques studied by the international marketing and the prior knowledge of the target markets‘ culture. The research was done on the basis of secondary data to be able to objectify the practical application, with a qualitative approach, in which aims the explanation through bibliographic procedures. In general, the results show the need for a flexible and biased professional to negotiate with countries that have different customs, applying the techniques studied by international marketing, which include specific adaptations in the marketing compound.