| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 487.79 KB | Adobe PDF |
Orientador(es)
Resumo(s)
This chapter explores the internationalization path of ALPHA, a family-owned, medium-sized Portuguese company. The analysis reveals a two-stage process.
Initially, ALPHA’s gradual market entry aligns with the Uppsala model, prioritizing geographically close markets and leveraging accumulated experience. However, later stages demonstrate network-based theory influences. While lacking formal networks, ALPHA prioritizes strong B2B relationships with large international clients, mirroring network bridges for market access. The case highlights the importance of trust-based B2B relationships for success. ALPHA leverages these partnerships to gain market knowledge and access new opportunities. Exporting plays a vital role, keeping ALPHA updated on technological trends and fostering innovation through diverse client projects. The company prioritizes a pragmatic approach focused on strong client relationships and win-win partnerships, emphasizing trust as a key resource. While the RBV perspective highlights investment in internal resources, reliance on intermediaries introduces limitations.
Descrição
Palavras-chave
Contexto Educativo
Citação
Editora
IGI Global
Licença CC
Sem licença CC