Canais de marketing internacional da carne bovina brasileira: comparação entre Rússia e Reino Unido
DOI:
https://doi.org/10.7213/rebrae.06.003.AO02Palabras clave:
Canais de marketing internacional, Russia, Reino Unido, Carne bovina brasileira.Resumen
Este artigo compara os canais de marketing internacional russo e britânicos para a carne bovina brasileira. Os resultados revelam que o modelo desenvolvido neste estudo colabora para a compreensão das diferenças e das razões para a forma de organização desses canais. Os resultados também mostram que há diferença na maneira como esses canais estão organizados para buscar a eficiência nas transações. Atributos do ambiente institucional são capazes de influenciar a distinção entre canais em termos de eficiência de operação, tamanho e dependência. As firmas brasileiras são dependentes das firmas estrangeiras em ambos os canais. Percebe-se que empresas brasileiras que queiram acessar esses mercados de destino devem entender sua diferenciação e desenvolver formas distintas para abordá-los.Descargas
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