Orientação de Mercado para Pequenas e Médias Empresas de Imigrantes Brasileiros no Exterior
DOI:
10.14211/regepe.v9i4.1765Palabras clave:
Empreendedor imigrante, Orientação de mercado, Oportunidade de mercado, Enclave étnico, ImigraçãoResumen
Objetivo: contribuir para o campo de estudo do empreendedorismo, no contexto das empresas étnicas ou de imigrantes, ao analisar variáveis que definem sua orientação de mercado e as decisões estratégicas tomadas, aprofundando o conhecimento sobre o assunto.
Método: foi utilizada a coleta de dados com estratégias multimétodos (quantitativa e qualitativa), sendo sua principal estratégia a entrevista em profundidade, que compõe a análise de múltiplos casos de empreendedores no exterior, oriundos de diferentes comunidades brasileiras. Essas informações foram trianguladas, a partir de dados de surveys realizadas com brasileiros na Austrália, no Canadá, em Portugal e na Estônia, da netnografia e da análise documental. Sendo assim, análises intra e intercasos foram feitas, visando encontrar similaridades e diferenças nos resultados alcançados.
Originalidade/Relevância: o artigo enfoca uma importante questão, que envolve as grandes economias mundiais – os imigrantes. Dadas as dificuldades em sua inserção nas sociedades acolhedoras, eles tendem a ser identificados como “problemas sociais”. Por outro lado, a aplicação de modelos de negócios e de propostas de orientação mercadológica para empreendedores imigrantes, viabiliza um caminho para a sua ascensão econômica e social. Ao se tornarem empreendedores bem-sucedidos, eles podem reverter essa percepção discriminatória a seu respeito.
Resultados: com base nos dados coletados, bem como na análise de artigos da literatura existente, foram identificadas quatro orientações diferentes de mercado: (1) foco no nicho de mercado étnico, (2) foco em interesses específicos, (3) foco em produtos exóticos para o cliente local, e (4) foco em mercados altamente competitivos. Uma matriz 2 x 2 é apresentada, incluindo as variáveis: (a) grau de afiliação de empreendedores com suas comunidades étnicas e seu público-alvo, e (b) segmentos de mercado enfocados.
Contribuições teóricas/metodológicas: uma das principais contribuições teóricas deste artigo é apoiar a discussão sobre a orientação para o mercado de imigrantes, os empreendimentos étnicos e as decisões do público-alvo a ser atendido. Além disso, o artigo inova, ao discutir decisões estratégicas, no contexto de pequenos e médios negócios de brasileiros no exterior.
Descargas
Citas
Achidi-Ndofor, H., & Priem, R. L. (2011). Immigrant entrepreneurs, the ethnic enclave strategy, and venture performance. Journal of Management, 37(3), 790-818. DOI: https://doi.org/10.1177/0149206309345020
Adam, M. (Ed.). (2015). Indian Africa: Minorities of Indian-Pakistani Origin in Eastern Africa. Tanzania: Mkuki Na Nyota Publishers. DOI: https://doi.org/10.2307/j.ctvh8r4m1
Agarwal, S., Erramilli, M.K., & Dev, C. (2003). Market orientation and performance in service firms: role of innovation. Journal of Services Marketing, 17(1), 68-82. DOI: https://doi.org/10.1108/08876040310461282
Alba, R., & Nee, V. (1997). Rethinking assimilation theory for a new era of immigration. International migration review, 31(4), 826-874. DOI: https://doi.org/10.1177/019791839703100403
Aldrich, H. E., & Waldinger, R. (1990). Ethnicity and entrepreneurship. Annual review of sociology, 16(1), 111-135. DOI: https://doi.org/10.1146/annurev.so.16.080190.000551
Aliaga-Isla, R., & Rialp, A. (2013). Systematic review of immigrant entrepreneurship literature: previous findings and ways forward. Entrepreneurship & Regional Development, 25(9-10), 819-844. DOI: https://doi.org/10.1080/08985626.2013.845694
Altinay, L. (2009). Market orientation of small ethnic minority-owned hospitality firms. International Journal of Hospitality Management, 29(1), 148-156. DOI: https://doi.org/10.1016/j.ijhm.2009.07.004
Altinay, L., & Altinay, E. (2006). Determinants of ethnic minority entrepreneurial growth in the catering sector. The Service Industries Journal, 26(2), 203-221. DOI: https://doi.org/10.1080/02642060500369354
Altinay, L., & Altinay, E. (2008). Factors influencing business growth: the rise of Turkish entrepreneurship in the UK. International Journal of Entrepreneurial Behavior & Research, 14(1), 24-46. DOI: https://doi.org/10.1108/13552550810852811
Ansoff, H. I. (1957). Strategies for diversification. Harvard business review, 35(5), 113-124.
ABAV – Associação Brasileira de Agências de Viagens. (2019). Férias de julho: confira os destinos mais procurados por brasileiros em 2019. Press Releases. Recuperado de http://www.abav.com.br/pa/press-release/ferias-de-julho-confira-os-destinos-mais-procurados--por-brasileiros-em-2019
Azevedo, R. (2015). Só volto à Síria para visitar, diz refugiado no Brasil. Revista Exame. Recuperado de http://exame.abril.com.br/brasil/so-volto-a-siria-para-visitar-diz-refugiado-no-brasil/
Barrett, G. A., Jones, T. P., & McEvoy, D. (1996). Ethnic minority business: Theoretical discourse in Britain and North America. Urban studies, 33(4-5), 783-809. DOI: https://doi.org/10.1080/00420989650011825
Blackburn, R., & Kovalainen, A. (2009). Researching small firms and entrepreneurship: Past, present and future. International Journal of Management Reviews, 11(2), 127-148. DOI: https://doi.org/10.1111/j.1468-2370.2008.00254.x
Bloem, T. M. (2015). Impacts of Brazilian Business and Brazilian Immigrant Organizations in South Florida (Master Dissertation). Faculty of the Center for Latin American Studies, University of Arizona, Arizona, USA.
Bonacich, E. (1973). A theory of middleman minorities. American sociological review, 38(5), 583-594. DOI: https://doi.org/10.2307/2094409
Brandino, G. (2016). Família síria inaugura restaurante e divide alegria com voluntários e fregueses. Migra Mundo. Recuperado de http://migramundo.com/familia-siria-inaugura-restaurante-e-divide-alegria-com-voluntarios-e-fregueses/
Brinkerhoff, J. M. (2016) Institutional Reform and Diaspora Entrepreneurs: The In-Between Advantage. Oxford: Oxford University Press. DOI: https://doi.org/10.1093/acprof:oso/9780190278229.001.0001
Cheong, P. H., Edwards, R., Goulbourne, H., & Solomos, J. (2007). Immigration, social cohesion and social capital: A critical review. Critical social policy, 27(1), 24-49. DOI: https://doi.org/10.1177/0261018307072206
Cohen R (2008). Global diasporas: an introduction (2nd ed.). New York: Routledge. DOI: https://doi.org/10.4324/9780203928943
Coviello, N., & Yli-Renko, H. (Eds.). (2016). Handbook of Measures for International Entrepreneurship Research: Multi-item Scales Crossing Disciplines and Contexts. Cheltenham, UK: Edward Elgar Publishing. DOI: https://doi.org/10.4337/9781784711405
Cruz, E. P., Falcão, R. P. Q., & Barreto, C. R. (2017). Bounded Trust or Mistrust-Depicting Brazilian Immigrant Entrepreneurship Practices in the US. Poster presented at the United States Association for Small Business and Entrepreneurship (USASBE). Annual Conference, Philadelphia, Unites States of America, 32.
Cruz, E. P., Falcão, R. P. Q., & Barreto, C. R. (2018). Exploring the evolution of ethnic entrepreneurship: the case of Brazilian immigrants in Florida. International Journal of Entrepreneurial Behavior & Research, 24(5), 971-993. DOI: https://doi.org/10.1108/IJEBR-08-2016-0239
Deng, S., & Dart, J. (1994). Measuring market orientation: a multi‐factor, multi‐item approach. Journal of marketing management, 10(8), 725-742. DOI: https://doi.org/10.1080/0267257X.1994.9964318
Denzin, N. K., & Lincoln, Y. S. (Eds.). (2011). The Sage handbook of qualitative research. Thousand Oaks, CA: Sage.
Dimitratos, P., Plakoyiannaki, E., Pitsoulaki, A., & Tüselmann, H. J. (2010). The global smaller firm in international entrepreneurship. International Business Review, 19(6), 589-606. DOI: https://doi.org/10.1016/j.ibusrev.2010.03.005
Drori, I., Honig, B., & Wright, M. (2009). Transnational entrepreneurship: An emergent field of study. Entrepreneurship Theory and Practice, 33(5), 1001-1022. DOI: https://doi.org/10.1111/j.1540-6520.2009.00332.x
Dubois, A., & Gadde, L. E. (2002). Systematic combining: an abductive approach to case research. Journal of business research, 55(7), 553-560. DOI: https://doi.org/10.1016/S0148-2963(00)00195-8
Ellemers, N., Van Rijswijk, W., Roefs, M., & Simons, C. (1997). Bias in intergroup perceptions: balancing group identity with social reality. Personality and Social Psychology Bulletin, 23(2), 186-198. DOI: https://doi.org/10.1177/0146167297232007
Elo, M. (2016). Typology of diaspora entrepreneurship: case studies in Uzbekistan. Journal of International Entrepreneurship, 14(1), 121-155. DOI: https://doi.org/10.1007/s10843-016-0177-9
Elo, M., & Volovelsky, E. K. (2016). Jewish diaspora entrepreneurs – the impact of religion on opportunity exploration and exploitation. International Journal of Entrepreneurship and Small Business, 31(2), 244-269. DOI: https://doi.org/10.1504/IJESB.2017.10004851
Elo, M., Sandberg, S., Servais, P., Basco, R., Cruz, A. D., Riddle, L., & Täube, F. (2018). Advancing the views on migrant and diaspora entrepreneurs in international entrepreneurship. Journal of International Entrepreneurship, 16(2), 119-133. DOI: https://doi.org/10.1007/s10843-018-0231-x
Etemad, H. (2017). Towards a conceptual multilayered framework of international entrepreneurship. Journal of International Entrepreneurship, 15(3), 229-238. DOI: https://doi.org/10.1007/s10843-017-0212-5
Etemad, H. (2018). Advances and challenges in the evolving field of international entrepreneurship: The case of migrant and diaspora entrepreneurs. Journal of International Entrepreneurship, 16(2), 109-118. DOI: https://doi.org/10.1007/s10843-018-0233-8
Evans, Y., Wills, J., Datta, K., Herbert, J., McIlwaine, C., May, J., ... & França, A. P. (2007). Brazilians in London: a report for the Strangers into Citizens Campaign. London: Department of Geography, Queen Mary, University of London.
Forsander, A. (2004). Social capital in the context of immigration and diversity: Economic participation in the Nordic welfare states. Journal of International Migration and Integration/Revue de l'integration et de la migration internationale, 5(2), 207-227. DOI: https://doi.org/10.1007/s12134-004-1010-1
Gerke, S., & Menkhoff, T. (Eds.). (2003). Chinese entrepreneurship and Asian business networks. New York: Routledge. DOI: https://doi.org/10.4324/9780203220771
Herreros, F., & Criado, H. (2009). Social trust, social capital and perceptions of immigration. Political studies, 57(2), 337-355. DOI: https://doi.org/10.1111/j.1467-9248.2008.00738.x
Hinterhuber, A. (2013). Can competitive advantage be predicted? Management Decision, 51(4), 795-812. DOI: https://doi.org/10.1108/00251741311326572
Hurtado-de-Mendoza, A., Gonzales, F. A., Serrano, A., & Kaltman, S. (2014). Social isolation and perceived barriers to establishing social networks among Latina immigrants. American journal of community psychology, 53(1-2), 73-82. DOI: https://doi.org/10.1007/s10464-013-9619-x
Jamal, A. (2003). Retailing in a multicultural world: the interplay of retailing, ethnic identity and consumption. Journal of Retailing and Consumer Services, 10(1), 1-11. DOI: https://doi.org/10.1016/S0969-6989(02)00059-0
Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. Journal of marketing, 57(3), 53-70. DOI: https://doi.org/10.1177/002224299305700304
Johanson, J., & Vahlne, J. E. (2009). The Uppsala internationalization process model revisited: From liability of foreignness to liability of outsidership. Journal of international business studies, 40(9), 1411-1431. DOI: https://doi.org/10.1057/jibs.2009.24
Jones, T., & Ram, M. (2010). Ethnic variations on the small firm labour process. International Small Business Journal, 28(2), 163-173. DOI: https://doi.org/10.1177/0266242609355854
Jones, T., Barrett, G., & McEvoy, D. (2000). Market potential as a decisive influence on the performance of ethnic minority business. In Immigrant Businesses (pp. 37-53). UK: Palgrave Macmillan. DOI: https://doi.org/10.1057/9781403905338_3
Kara, A., Spillan, J. E., & DeShields Jr., O. W. (2005). The effect of a market orientation on business performance: a study of small‐sized service retailers using Markor scale. Journal of small business management, 43(2), 105-118. DOI: https://doi.org/10.1111/j.1540-627x.2005.00128.x
Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of marketing, 69(2), 24-41. DOI: https://doi.org/10.1509/jmkg.69.2.24.60761
Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of marketing research, 39(1), 61-72. DOI: https://doi.org/10.1509/jmkr.39.1.61.18935
Lee, J. (1999). Retail niche domination among African American, Jewish, and Korean entrepreneurs: competition, coethnic advantage and disadvantage. American Behavioral Scientist, 42(9), 1398-1416. DOI: https://doi.org/10.1177/00027649921954967
Light, I., Bhachu, P., & Karageorgis, S. (1993). Migration networks and immigrant entrepreneurship. In I. Light & P. Bhachu (Eds.). Immigration and entrepreneurship: Culture, capital, and ethnic networks (pp. 25-50). London/New York: Routledge. DOI: https://doi.org/10.4324/9780203789056-2
Liston, B. (2014). Turistas brasileiros superam britânicos e lideram visitas à Flórida. Reuters Brasil. Recuperado de http://br.reuters.com/article/entertainmentNews/idBRKBN0F65GE20140701.
Luken, V. M., & Tranmer, M. (2010). Personal support networks of immigrants to Spain: A multilevel analysis. Social Networks, 32(4), 253-262. DOI: https://doi.org/10.1016/j.socnet.2010.03.002
Marschan-Piekkari, R., & Welch, C. (Eds.). (2011). Rethinking the case study in international business and management research. Cheltenham, UK: Edward Elgar Publishing. DOI: https://doi.org/10.4337/9780857933461
Matsuno, K., Mentzer, J. T., & Rentz, J. O. (2005). A conceptual and empirical comparison of three market orientation scales. Journal of business research, 58(1), 1-8. DOI: https://doi.org/10.1016/S0148-2963(03)00075-4
McCartan-Quinn, D., & Carson, D. (2003). Marketing orientation in SMEs: Ef-fects on the internal environment. New England Journal of Entrepreneurship, 5(1), 13-22.
McCracken, G. (1988). The Long Interview. Beverly Hills, CA: Sage. DOI: https://doi.org/10.4135/9781412986229
Min, P. G., & Bozorgmehr, M. (2000). Immigrant entrepreneurship and business patterns: A comparison of Koreans and Iranians in Los Angeles. International migration review, 34(3), 707-738. DOI: https://doi.org/10.1177/019791830003400303
Moussetis, R. (2011). Ansoff revisited: How Ansoff interfaces with both the planning and learning schools of thought in strategy. Journal of Management History, 17(1), 102-125. DOI: https://doi.org/10.1108/17511341111099556
Newland, K., & Tanaka, H. (2010). Mobilizing diaspora entrepreneurship for development. Washington, DC: Migration Policy Institute.
Nkongolo-Bakenda, J. M., & Chrysostome, E. V. (2013). Engaging diasporas as international entrepreneurs in developing countries: in search of determinants. Journal of International Entrepreneurship, 11(1), 30-64. DOI: https://doi.org/10.1007/s10843-012-0098-1
Novo, B., & Padilha, F. (2017). Cinco forças de Porter: a prática nas empresas. Seminário de Gestão e Tecnologia, 1(1), 10-18.
O’Donnell, A., & Cummins, D. (1999). The use of qualitative methods to research networking in SMEs. Qualitative Market Research: An International Journal, 2(2), 82-91. DOI: https://doi.org/10.1108/13522759910269991
Pelham, A. M. (2000). Market orientation and other potential influences on performance in small and medium-sized manufacturing firms. Journal of small business management, 38(1), 48-67.
Portes, A., & Zhou, M. (1992). Gaining the upper hand: Economic mobility among immigrant and domestic minorities. Ethnic and Racial Studies, 15(4), 491-522. DOI: https://doi.org/10.1080/01419870.1992.9993761
Rath, J., & Kloosterman, R. (2000). Outsiders' business: A critical review of research on immigrant entrepreneurship. International Migration Review, 34(3), 657-681. DOI: https://doi.org/10.1177/019791830003400301
Riddle, L., & Brinkerhoff, J. (2011). Diaspora entrepreneurs as institutional change agents: The case of Thamel.com. International Business Review, 20(6), 670-680. DOI: https://doi.org/10.1016/j.ibusrev.2011.02.013
Riddle, L., Hrivnak, G. A., & Nielsen, T. M. (2010). Transnational diaspora entrepreneurship in emerging markets: Bridging institutional divides. Journal of International Management, 16(4), 398-411. DOI: https://doi.org/10.1016/j.intman.2010.09.009
Rocha, A. D., Esteves, F., Mello, R. C. D., & Silva, J. F. D. (2015). Diasporic and Transnational Internationalization: The Case of Brazilian Martial Arts. BAR-Brazilian Administration Review, 12(4), 403-420. DOI: https://doi.org/10.1590/1807-7692bar2015150042
Rusinovic, K. (2008). Moving between markets? Immigrant entrepreneurs in different markets. International Journal of Entrepreneurial Behavior & Research, 14(6), 440-454. DOI: https://doi.org/10.1108/13552550810910997
Safran, W. (1991). Diasporas in modern societies: Myths of homeland and return. Diaspora: A journal of transnational studies, 1(1), 83-99. DOI: https://doi.org/10.1353/dsp.1991.0004
Safran, W. (2005). The Jewish diaspora in a comparative and theoretical perspective. Israel studies, 10(1), 36-60. DOI: https://doi.org/10.1353/is.2005.0110
Sarasvathy, S. D. (2001). Causation and effectuation: Toward a theoretical shift from economic inevitability to entrepreneurial contingency. Academy of management Review, 26(2), 243-263. DOI: https://doi.org/10.5465/amr.2001.4378020
Saxenian, A. (2007). The new argonauts: Regional advantage in a global economy. Cambridge, Massachusetts, EUA: Harvard University Press. DOI: https://doi.org/10.2307/j.ctv1dp0ttd
Schimmele, C., & Wu, Z. (2015). The new immigration and ethnic identity. Discussion Paper Series Document de travail, 3(1), 1-40.
Slater, S. F., & Narver, J. C. (1994). Does competitive environment moderate the market orientation-performance relationship? The Journal of Marketing, 58(1), 46-55. DOI: https://doi.org/10.1177/002224299405800104
Spears, R., Doosje, B., & Ellemers, N. (1997). Self-stereotyping in the face of threats to group status and distinctiveness: the role of group identification. Personality and Social Psychology Bulletin, 23(5), 538-553. DOI: https://doi.org/10.1177/0146167297235009
Stake, R. E. (2013). Multiple case study analysis. New York: Guilford Press.
Stonehouse, G., & Snowdon, B. (2007). Competitive advantage revisited: Michael Porter on strategy and competitiveness. Journal of Management Inquiry, 16(3), 256-273. DOI: https://doi.org/10.1177/1056492607306333
Tata, J., & Prasad, S. (2015). Immigrant family businesses: social capital, network benefits and business performance. International Journal of Entrepreneurial Behavior & Research, 21(6), 842-866. DOI: https://doi.org/10.1108/IJEBR-06-2014-0111
Teixeira, C. (2001). Construindo uma economia étnica em Toronto, Canadá. Scripta Nova: Revista Electrónica de Geografía y Ciências Sociales, 94(77). Recuperado de http://www.ub.edu/geocrit/sn-94-77.htm
Teixeira, E. K. (2014). Fogo de Chão Steak House: empreendedorismo étnico versus marketing de experiência. Update-Revista de Gestão de Negócios, 1(1), 137-153.
Teixeira, E. K., & de Souza, Y. S. (2014). A internacionalização das churrascarias brasileiras: uma análise sobre o ambiente de experiência. Revista Competência, 4(1), 1-15. DOI: https://doi.org/10.24936/2177-4986.v4n1.2011.87
Tolciu, A. (2011). Migrant entrepreneurs and social capital: a revised perspective. International. Journal of Entrepreneurial Behavior & Research, 17(4), 409-427. DOI: https://doi.org/10.1108/13552551111139647
Tzokas, N., Carter, S., & Kyriazopoulos, P. (2001). Marketing and entrepreneurial orientation in small firms. Enterprise and innovation management studies, 2(1), 19-33. DOI: https://doi.org/10.1080/14632440110056625
United Nations. [Department of Economic and Social Affairs. Population Division]. (2017). International Migration Report 2017: Highlights. New York: United Nations.
Vandor, P., & Franke, N. (2016). Why Are Immigrants More Entrepreneurial? Harward Business Review. Recuperado de https://hbr.org/2016/10/why-are-immigrants-more-entrepreneurial
Wang, C. L., & Altinay, L. (2012). Social embeddedness, entrepreneurial orientation and firm growth in ethnic minority small businesses in the UK. International Small Business Journal, 30(1), 3-23. DOI: https://doi.org/10.1177/0266242610366060
Zhou, M. (2004). The Role of the Enclave Economy in Immigrant Adaptation and Community Building: The case of New York’s Chinatown. In J. S. Butler & G. Kozmetsky (Orgs.) Immigrant and Minority Entrepreneurship. The Continuous Rebirth of American Communities. London: Prager.
Zolin, R., & Schlosser, F. (2013). Characteristics of immigrant entrepreneurs and their involvement in international new ventures. Thunderbird International Business Review, 55(3), 271-284. DOI: https://doi.org/10.1002/tie.21543
Descargas
Publicado
Métricas
Visualizações do artigo: 575 PDF (Português (Brasil)) downloads: 193 PDF (English) downloads: 95
Cómo citar
Número
Sección
Licencia
Los autores que publican en esta revista están de acuerdo con los siguientes términos:
-
El/La autor(a)/es(as) autorizan la publicación del texto en la revista;
-
La revista no se responsabiliza de las opiniones, ideas y conceptos emitidos en los textos, ya que son de entera responsabilidad de sus autores/autoras;
-
Los autores/autoras mantienen los derechos de autor y conceden a la revista el derecho de la primera publicación, con el trabajo publicado bajo la Licencia CC BY 4.0
, que permite el compartir el trabajo con reconocimiento de la autoría y la publicación inicial en esta revista; -
Los autores/autoras están permitidos y animados a publicar su trabajo (Versión enviada, Versión aceptada [Manuscrito aceptado por el autor/autora] o Versión publicada [Versión del registro]) en línea, por ejemplo, en repositorios institucionales o preprints, ya que puede llevar a intercambios productivos, así como a citas anteriores y mayores de trabajos publicados. REGEPE pide como condición política para los autores/autoras que indiquen/vinculen el artículo publicado con DOI. Vea el Efecto del Acceso Abierto.
