Análise do processo de internacionalização de empresas de negócios digitais: um estudo de caso da Netflix no Brasil

Abstract

Technology and Internet have revolutionized international trade to facilitate negotiations worldwide. Facing the new scenario, globalized and globally connected, one can see the emergence of companies that follow different paths to traditional companies and when developing and distributing digital products internationally, they achieve high leves of success in the global marketplace quickly and efficiently. It is in this context that the development of this study is inserted, whose main focus is to analyze the process of internationalization of companies that deal with digital products and businesses and to understand what differs them from a traditional company, from the case study of the company Netflix. In order to identify and characterize these differences, the theoretical framework included the theory of internationalization of companies, of the behavioral aspect - model of Uppsala - and the studies on the Born Global phenomenon. Therefore, the work carried out a bibliographical survey to conceptualize and understand the behavior of digital business. To achieve the stipulated objectives, the qualitative descriptive research method was used, which explored the subject in depth. In addition to the research, the collection of secondary data was also performed, with the application of a questionnaire that resulted in 2861 respondents between clients and noncustomers of Netflix. Finally, as a result, the study showed that companies that operate digital products and services tend to be globalized in an accelerated and timely manner, such as the Born Globals and have in technology and Internet the main engine for international insertion, as shown the Netflix case. In addition, the analysis concluded that the strategies of internationalization of digital products are aligned with the target market and consumer, so as to seize the opportunities, having innovation, logistics and knowledge in their favor.