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A internacionalização para a China : a experiência de três empresas portuguesas do setor dos vinhos
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Orientador(es)
Resumo(s)
O presente trabalho visa perceber, por um lado, de que forma entraram na China as empresas portuguesas produtoras de vinho abordadas neste estudo. Por outro lado, porque é que se internacionalizaram para este país e ainda, se foram encontrados obstáculos nas respetivas internacionalizações. Por último, visa perceber se a China é um país atrativo para as empresas portuguesas produtoras de vinho. Foi encontrado que existem três fatores comuns às três empresas estudadas que explicam o porquê de se internacionalizarem para a China, a saber: 1) as caraterísticas próprias do mercado chinês - as suas tendências crescentes, as caraterísticas da procura e o fato de ser um mercado relacional; 2) as necessidades de crescimento das empresas; e 3) o fato de serem empresas com orientação internacional. Por outro lado, existem vários obstáculos à internacionalização das empresas portuguesas produtoras de vinho estudadas, sendo o principal obstáculo o desconhecimento por parte dos chineses do vinho português e de Portugal. Posteriormente conclui-se que, apesar de não ser um país competitivo no setor do vinho, em termos gerais, possui algumas caraterísticas atrativas para as empresas portuguesas produtoras de vinho, que sustentam e justificam a tendência crescente das exportações.
This paper aims to understand, on the one hand, how the Portuguese wine producing companies addressed in this study entered China. On the other hand, why have they internationalized for this country and still, if obstacles have been found in their respective internationalization. Finally, it aims to see if China is an attractive country for Portuguese wine producing companies. It was found that there are three factors common to the three companies studied that explain why they have internationalized to China, namely: 1) the characteristics of the Chinese market - its growing trends, the characteristics of demand and the fact that it is a relational market; 2) the growth needs of enterprises; and 3) the fact that they are internationally oriented companies. On the other hand, there are several obstacles to the internationalization of the Portuguese wine producers studied, the main obstacle being the lack of knowledge on the part of the Chinese about Portuguese wine and Portugal. It is later concluded that, although it is not a competitive country in the wine sector, in general terms, it has some attractive characteristics for Portuguese wine-producing companies, which sustain and justify the growing trend of exports.
This paper aims to understand, on the one hand, how the Portuguese wine producing companies addressed in this study entered China. On the other hand, why have they internationalized for this country and still, if obstacles have been found in their respective internationalization. Finally, it aims to see if China is an attractive country for Portuguese wine producing companies. It was found that there are three factors common to the three companies studied that explain why they have internationalized to China, namely: 1) the characteristics of the Chinese market - its growing trends, the characteristics of demand and the fact that it is a relational market; 2) the growth needs of enterprises; and 3) the fact that they are internationally oriented companies. On the other hand, there are several obstacles to the internationalization of the Portuguese wine producers studied, the main obstacle being the lack of knowledge on the part of the Chinese about Portuguese wine and Portugal. It is later concluded that, although it is not a competitive country in the wine sector, in general terms, it has some attractive characteristics for Portuguese wine-producing companies, which sustain and justify the growing trend of exports.
Descrição
Mestrado em Ciências Empresariais
Palavras-chave
internacionalização empresas portuguesas vinho China Portuguese company's internationalization wine
Contexto Educativo
Citação
Graça, Mariana Martinha Vieira da (2018). "A internacionalização para a China : a experiência de três empresas portuguesas do setor dos vinhos". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão