Estratégias de marketing para exportação de alimentos Halal

• Ano de defesa: 2025
• Autor(a) principal: Oliveira, Luana Lopes de
• Orientador(a): Rodrigues, Thelma Valeria Rocha
• Banca de defesa: Vasconcellos, Thelma Valeria Rocha , Cunha, Júlio Araújo Carneiro da , Strehlau, Vivian Iara , João, Belmiro do Nascimento , Serralvo, Francisco Antonio
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Doutorado em Administração com Concentração em Gestão Internacional
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Internacionalização; Halal; Exportação; Mix de Marketing Tradicional; Mix de Marketing Islâmico.
• Palavras-chave em Inglês: Internationalization; Halal; Export; Traditional Marketing Mix; Islamic Marketing Mix.
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/883

This study investigates how medium-sized Halal-certified Brazilian food companies manage their processes and adapt the traditional and Islamic marketing mix to increase export competitiveness and enhance organizational sustainability. The term Halal refers to that which conforms to Islamic Law (Shariah). The research is based on a theoretical review encompassing global marketing strategies, internationalization processes, standardization and adaptation of the traditional and Islamic marketing mix, and internationalization dynamics in emerging markets such as Brazil. The field research followed a qualitative exploratory approach, including six in-depth interviews with experts in the Halal market in Brazil and three with food company professionals. The content interviews were analyzed using ATLAS.ti software. The results indicate that companies need to invest in developing employees' knowledge of internationalization and language proficiency, foster an internationalization culture, obtain certifications, provide financial resources for adaptations (both for certification and to meet local cultural and religious specificities), and have long-term planning to justify the cost of adaptations and to operate in a highly relational market. This study highlights the roles of psychic differences and network relationships in the internationalization process and provides relevant insights for participants in Halal markets, researchers, and other members of society interested in marketing and internationalization strategies in emerging economies. As contributions, this study articulates academic and practical knowledge, reducing the gap between research and business action. It offers an integrated view from experts and entrepreneurs regarding the international marketing of Brazilian Halal products, facilitating the understanding of Brazilian companies' competitive entry into this segment. The research explores the mapping of the Islamic market dynamics, including the dilemmas of adapting the traditional marketing mix to the Islamic one to enhance the competitiveness of Brazilian exports. It contributes with an in-depth analysis of the particularities and operational dynamics of the Islamic market. This ranges from the complexity of Halal certification and consumption patterns to cultural aspects and buyer behavior. This mapping serves to enable Brazilian exporters to develop truly competitive marketing strategies, tailored to the real needs and opportunities of this niche.