The Strategic Practice of Market Research in the Process of Internationalization of a Small Brewery of the South of Brazil

Authors

DOI:

https://doi.org/10.14211/regepe.v8i1.893

Keywords:

Strategic Practice, Strategy as Pactice, Internationalization, Small Enterprise, Case Study

Abstract

The goal of this study was to understand how integration between the intra and extraorganizational levels occurs in the market research strategic practice of the internationalization process according to Whittington’s (2006) diagram. The qualitative methodology was adopted through a single case study. The selection of the case occurred in a non-random, accessible and intentional way due to the phenomenon that was sought to be analyzed. There was selected a brewing company located in Santa Catarina (SC), southern Brazil, that contracted a consulting service to enter the international market. Data collection techniques included a semi-structured interview, document analysis and direct observation, ensuring triangulation for the interpretation of the data. The data were analyzed through narrative analysis and pattern matching technique. The results confirm that the integration between the intra and extraorganizational levels in the strategic practice takes place through specific strategic praxis and located in the frequent contacts and constant involvement among the practitioners with the promotion of actions (consultants) that influence positively organization strategy giving evidences that practitioners are capable of synthesizing new practices and opening new horizons, they can introduce more practitioners and new praxis in line with what is proposed by Whittington (2006).

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Author Biographies

Christiane Ferreira Bellucci, Universidade do Vale do Itajaí - UNIVALI

Doutoranda em Administração pela Universidade Federal de Santa Catarina - UFSC, Santa Catarina, (Brasil). Professora titular da Universidade do Vale do Itajaí - UNIVALI, Santa Catarina. 

Rosalia Barbosa Lavarda, Universidade Federal de Santa Catarina - UFSC

Doutora Administração pela Universitat de València, UV, (Espanha). Professora do Departamento de Ciências da Administração da Universidade Federal de Santa Catarina -  UFSC, Santa Catarina, Brasil.

Carla Regina Magagnin Roczanski, Universidade Federal de Santa Catarina - UFSC

Doutoranda em Administração pela Universidade Federal de Santa Catarina - UFSC, Santa Catarina, (Brasil).

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Published

2019-01-01

How to Cite

Bellucci, C. F., Lavarda, R. B., & Roczanski, C. R. M. (2019). The Strategic Practice of Market Research in the Process of Internationalization of a Small Brewery of the South of Brazil. REGEPE Entrepreneurship and Small Business Journal, 8(1), 24–51. https://doi.org/10.14211/regepe.v8i1.893

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Section

Research Articles