Qual a estratégia de internacionalização do Grupo Pestana?

Ana Rita Estima Fernandes (Student)

Student thesis: Master's Thesis

Abstract

This study focuses on investigating the internationalization strategy of Portugal's largest hotel group, the Pestana Group, namely the modes of entry, motivations, skills, challenges faced and business networks, which are increasingly the key factor in the success of the internationalization of any company that wants to be globally competitive. This study used a qualitative case study methodology using interviews to answer the research question “What is the internationalization strategy of the Pestana Group?”. This question revealed that an effective internationalization strategy requires a deep understanding of the markets and of the macro and microeconomic context, taking into account cycles and accumulated experience. In the case of the Pestana Group, there was a logic of incremental development in the light of the Revised Uppsala Theory, whose expansion process began in Portuguese-speaking countries, due to their cultural and linguistic proximity, but they quickly understood that this had become an insufficient factor, and this has taken them to the major European cities and the USA, due to the issue of risk diversification and the search for more profitable growth opportunities. Throughout this period, partnerships and business networks were key to facilitating the internationalization process, as they allowed them to obtain greater local support and access to new markets, strengthening their position on the global stage.