A comunicação organizacional integrada e a internacionalização de organizações brasileiras: um estudo do caso das sandálias Havaianas

Abstract

This research aims to understand the dimensions involved in the internationalization process of Brazilian organizations, regarding the strategic use of integrated organizational communication. This is a qualitative study, consisting of bibliographic research, identifying the existing bibliography on the theme of internationalization and integrated organizational communication. To exemplify that the strategic use of integrated organizational communication generates good results for internationalizing organizations, the paper studies the case of Havaianas Sandals. The sandals produced by São Paulo Alpargatas S.A. were successful in their internationalization process due to the company's segmentation and institutional communication strategies. Although the results obtained by Havaianas cannot be generalized to all Brazilian organizations, the study presents good practices that can be studied and readjusted to different realities.