STUDY OF THE INTERNATIONALIZATION PROCESS OF A BRAZILIAN COMPANY IN THE AGRICULTURAL MACHINERY AND IMPLEMENTS SECTOR

Abstract

The agribusiness industry and agricultural machinery as well as the internationalization of companies are subjects of growing interest. Thus, a case study of a company in the sector of machinery and implements allowed the analysis of the movements of internationalization under the aspects of strategy, entry mode and challenges of internationalization. The study of the theories and the case study allowed a visualization of their application in practice. The literature review explored the themes internationalization, internationalization strategies, entry modes and challenges of internationalization. The data, qualitative and descriptive, were obtained from semi-structured interviews with the export manager and supplemented by secondary data published on the company’s website. The content analyzes of the data showed that the company is in a primary level of internationalization. However, it also presents strategic orientation toward an internationalization process. The development of this paper can serve as a discussion for further development of internationalization theories and also as a reference in the agribusiness industry to understand this process.

Keywords

• agronegócios, estratégias de internacionalização, modos de entrada