Causation e effectuation : a influência nas estratégias de marketing e no desempenho de exportação de micro e pequenas empresas

• Ano de defesa: 2018
• Autor(a) principal: Cunha, Reynaldo Dannecker
• Orientador(a): Rocha, Thelma Valéria
• Banca de defesa: Ogasavara, Mario Henrique, Strehlau, Vivian Iara, Spers, Eduardo Eugênio, Carneiro, Jorge Manuel Teixeira, Barki, Edgard
• 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: marketing internacional; estratégia de marketing; causation; effectuation; desempenho de exportação; MPE
• Palavras-chave em Inglês: international marketing; marketing strategy; causation; effectuation; export performance; SME
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/292

In this study we evaluate how causation and effectuation influence export marketing strategies and export performance of micro and small enterprises. Some studies have applied these concepts as a dichotomy issue; the novelty is on presenting both theories simultaneously and their impact on the decision-making process of exporting companies. We advance the theoretical conceptualization of international marketing management of SMEs and present new connections with previous concepts that either originated in the rational decision of neoclassical microeconomics or relies on cognitive science. Empirically we developed a quantitative research, using the survey method, whit 110 micro and small companies. The results pointed out a significant effect of causation on product adaptation and of effectuation on product adaptation, communication and price. Causation was posotively associated whit export performance. They also indicated, in the sample surveyed, the importance of maintaining planned, controlled and result-oriented decisions, as well as having flexibility and experimentation to enhance export results. Its applicability is revealed by indicating practices that improve the internationalization of SMEs.