INTERNACIONALIZAÇÃO DE EMPRESAS: UMA VISÃO PEDAGÓGICA DO CASO DE SUCESSO DA HAVAIANAS

Abstract

Considered one of the symbols of Brazilian identity worldwide, Havaianas sandals have gained a significant place on the international scene over the years. The success and fame achieved by Havaianas resulted from the efforts of its parent company, Alpargatas S. A., in repositioning its main brand through the use of international marketing strategies. That said, this dissertation's primary goal is to provide a pedagogical perspective on the marketing strategies adopted by Alpargatas S. A. in internationalizing the Havaianas brand, with the aim of discussing the applicability of these strategies for other companies aspiring to internationalize. To this end, a literature review was conducted, grounded in theories of business internationalization, as well as in the concepts of international marketing and the strategies developed by scholars in the field. More specifically, a case study was carried out focusing on the effectiveness of the marketing strategies implemented by Alpargatas S. A., and, as a descriptive and exploratory research, the stages of the company’s internationalization process were discussed. Furthermore, throughout the dissertation, a brief overview of the Brazilian footwear sector is presented, along with the historical background of Alpargatas S. A. and its economic profile, establishing an empirical basis for the case analysis. As a result of the research, the effectiveness of the strategies used in the internationalization of Havaianas was confirmed. Since its repositioning and entry into the foreign market, the brand has recorded sales records, accounting for more than half of Alpargatas S. A.'s total revenue. This success stands out as a model to be considered by other companies seeking expansion on the international stage.