Open AccessImportance of The Brand in The Internationalization of Exporting Companies
Author(s) -
Rosa Leila Lima do Nascimento,
Kleber de Oliveira Santos,
João Amaury Lima Martins Júnior,
Derbi Mota de Souza,
Ana Eleonora Almeida Paixão
Publication year - 2020
Language(s) - English
Resource type - Journals
ISSN - 2411-2933
DOI - 10.31686/ijier.vol8.iss5.2327
Subject(s) - internationalization , portuguese , pace , context (archaeology) , globalization , theme (computing) , scielo , competition (biology) , process (computing) , business , marketing , brand management , political science , economics , market economy , world wide web , computer science , paleontology , ecology , linguistics , philosophy , geodesy , medline , international trade , law , biology , geography , operating system
The actual article succinctly approach the importance of the brand in the internationalization process and how well-founded strategies in this process are gaining prominence in the business context, since the current phase of globalization, the increase in competition, the pace for innovation and the opening of new markets, are directly impacting in the performance of companies in their market. Therefore, this study defined the objective of analyzing the importance of the brand in the internationalization process of companies. The methodology used was literary research opted for bibliographic review, which is based on the analysis of the literature already published, from articles and dissertations in recent years in Portuguese and English, found in periodicals indexed in the SciELO databases. (Scientific Electronic Library Online) and Google Scholar, beyond books relevant to this theme.