A influência do fator cultural na internacionalização de empresas: o caso BRF S.A.

Abstract

This study examined culture as a factor in the internationalization process of companies, thus the national culture and ethnic exerts a major influence on consumer preferences and taste in each country. This work is based on the theories of globalization, competitive advantage, internationalization and culture. To better understand the role of culture in international business were discussed strategies to enter international markets, the influence of cultural aspects in business internationalization, and a case study was conducted with a food product company. As a result it was found that the company needed to adapt their chosen activities abroad due to the cultural factor for competitive advantage in countries where it is present, and future targets insert into international markets.