EXPORTAR É APRENDER: A PRÉ-INTERNACIONALIZAÇÃO DE UMA EMPRESA TÊXTIL.

Eduardo Guilherme Nuncio, Graziela Breitenbauch de Moura, Ricardo Antonio Beduschi Sacavem

Resumo


Este caso de ensino descreve a primeira exportação da marca L’unico, produção de vestuário masculino adulto, da empresa EGN Têxtil após realizar, um plano de reestruturação de seu negócio. O caso se desenvolve a partir do interesse do proprietário Eduardo e da contratação do designer Ricardo para a prospecção da marca para o mercado interno e externo, em virtude das constantes crises cíclicas. A preparação da empresa para exportar dependia do nome da nova marca e da sua aceitação no mercado mundial, considerando os aspectos culturais. O caso real enfatiza dilemas vivenciados pelo proprietário e o designer quando o foco é a primeira exportação, destacando fatores essenciais legais, econômicos, culturais e sociais que deverão ser coordenados, informados e gerenciados quando se trata da pré-internacionalização de uma empresa. Também destaca a contribuição das redes de relacionamentos para a prospecção de novos negócios e potenciais parceiros.

Palavras-chave


caso de ensino; pré-internacionalização; aprendizagem; exportação; empresa têxtil.

Texto completo:

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Referências


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DOI: https://doi.org/10.6034/rmpe.v15i1.1421

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