A influência das barreiras de exportação no processo de internacionalização da cachaça de alambique

• Ano de defesa: 2022
• Autor(a) principal: Trindade, Maria Raquel de Souza
• Orientador(a): Ogasavara, Mário Henrique
• Banca de defesa: Avrichir, Ilan, Pereira, Luís Henrique, Ponchio, Mateus Canniatti
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração em Gestão Internacional
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: internacionalização; cachaça; exportação; barreiras de exportação; modelo Uppsala; bebidas alcóolicas
• Palavras-chave em Inglês: internationalization; cachaça; exports; barriers to export; Uppsala model; alcoholic beverages
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/642

This study aims to understand, from the point of view of cachaça producers, what are the barriers encountered in the cachaça internationalization process. More specifically, it seeks to investigate, through the lens of internationalization theories, its markets selection, the formats for entering the foreign market and the types of entry barriers. Cachaça is the third most consumed distilled beverage globally - after vodka and shochu - but has low presence in the international market when compared to tequila. In the case of tequila, government support and differentiation policies provided its prominence in the international market, with consumption in other countries being greater than domestic consumption. Through qualitative explorative study using depth interviews, this study aims to define the success factors in changing the cachaça globalization scenario and improve the understanding of the barriers to its success. The companies facing such difficulties are primarily small and medium-sized organizations (SMEs). The objective is to deepen the understanding of actor´s behavior and contribute to the expansion of cachaça globalization. The research identified the main barriers for producers of artisanal cachaça in the most prominent Brazilian production region (representing 70% of national production) which divides into three pillars. The first is the local Brazilian environment that operates lacking processual knowledge about exportation legislation, cooperation in the sector and disclosure of current policies which are outdated and would need review. The second is weak networking, due to the difficulty in establishing the commercial and logistical partnership. The third is ineffective marketing, which fails to overcome the challenge of positioning the product and does not have the financial capacity to support necessary investments. The study shows that cachaça´s internationalization follows the theoretical perspective of Uppsala, through three models used by producers. Those models depend on stage of maturity, development of entrepreneurship and, network relationships, which are all important factors to the understanding of such internationalization models. The three models are international partnerships, partner and trade and, direct export. The identified barriers can help artisanal cachaça producers who intend to export to learn from their previous experiences. In addition, the study’s findings point out the opportunity for future studies regarding the sector’s effectiveness obstacles.