International market entry strategies - Latin America

The internationalisation of companies has been the focus of many studies and has been approached from different perspectives. Most of them detail aspects of branding strategies and expanding operations, while others deal with financial aspects. In relation to other approaches, different reasons are given for entering the international market. The aim of this study was to investigate the strategies for entering international markets used by a Brazilian pharmaceutical company that is undergoing the process of internationalisation. To this end, it was based on a theoretical framework and, based on data obtained from primary and secondary sources, direct observation, direct contacts and the application of a questionnaire, a diagnosis was made of the stage of internationalisation of this company. The study was characterised as qualitative and exploratory with an illustrative case study. As a result, it was found that although the company has entered six countries in the last three years, this short period does not allow for an in-depth analysis of the financial return, on the other hand the current stage of internationalisation.

Autorentext

Eduardo Lopes dos Santos has a degree in business administration, specialises in human resources, has a master's degree in leadership, a master's degree in international business and is studying for a doctorate in competitiveness management at the Getulio Vargas Foundation - EAESP. He is a human resources executive who has worked for large pharmaceutical and coaching multinationals.