Análise de uma oportunidade de internacionalização para a Europa do Sul

Abstract

This report was developed in a working environment and our aim is to understand the internationalization process of 32 Senses Group in its first attempt in other geographic markets (Andalusia), frame it in the established literature models, and identify characteristics in the process that could, and should, be adapted to further internationalization steps ( to Italy and Turkey). To achieve this objective, we analyze the organization according to the 7 S´s Model (Waterman et al, 1980) in order to understand the domestic market, the motivations to internationalize and the modus operandi in future internationalization phases. We present internationalization models such as Uppsala Model (Johanson et al, 1975), Eclectic Theory (Dunning, 1981) and the Industrialization of Industrial Networks Model (Johanson e Mattson, 1988). Analysis and selection models such as CAGE Matrix (Ghemawat, 2001) are also used, as well as market entry modes. Finally we evaluate other useful indexes, such as EBITDA, in order to typify market value and potential. In an initial stage, due to the contraction in the domestic market, 32 Senses seeks for expansion in a market similar to Portugal, in order to reproduce the domestic business model and finding Andalusia as a good test market. The network (suppliers and venture capital companies) has a key role, as a mean that allows 32 Senses to enter in Andalusia´s market. In a second step, after lessons learned in the Andalusia entry, the company will look to Italy: a larger market, with more potential, but still similar to Portugal, where it will be also possible to replicate the same model. Finally the enterprise will consider the entry in Turkey: a market that is larger and with more potential but with significant differences to Portugal. This evolution highlights an evolving pattern: a conservative first approach in a similar market followed by further steps with increasing market risks and investments - the Uppsala Model

Date of Award	2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ricardo Cunha (Supervisor)