Marketing internacional: o papel da nacionalidade no processo de internacionalização – o caso das Havaianas

Abstract

The present study aims to assess the impact that the nationality of a product or brand has on its attractiveness in international trade. Corporate internationalization is increasingly common and has taken place in the sense of guaranteeing survival as well as in order to maximize gains. The entry into foreign markets demands a thorough analysis of all variables, which makes the internationalization process very complex. Such variables can be controllable and uncontrollable and impact mainly on the perception of the consumers and consequently on the acceptance of the products. In this sense, it is sought to perceive the impact of nationality in the formation of the image of a product in the head of its consumers. For this, the work was developed with bibliographic research methodology, qualitative and descriptive analysis, as well as a case report on Havaianas. The work is composed of three chapters where, in the first one, the basic concepts of marketing are exposed and how they are applied within the process of internationalization. In the second chapter, the concepts of branding are worked out, informing how a brand is made and its image. Also in the same chapter, the concepts of branding are assimilated to the nationality factor, thus exposing the formation of the image of a country within the international trade, and the consequence of such image that is denominated as ‘Country of Origin Effect’. In this sense, we talk about the image and brand of Brazil and what is meant by 'Brasilidade'. In the last chapter we present a case report on the history of Havaianas and how it came to the international market, linking some of the concepts that were exposed in the previous chapters to what happened in practice with the brand in question.