Product: Management & Develop­ment
Product: Management & Develop­ment
Original Article

Product Innovation, Strategy and Exporting Performance: a Study in a Candy Confectionary Company

Marco Antonio Leandro Cabral, Hélio Roberto Hékis, Lara Cavalcante Freitas da Silva, Lawrence Cézar Medeiros Araujo de Moura, Maíra Luciano Sidrim

Downloads: 0
Views: 304


The Brazilian companies have crossed geographic borders, commercially and also culturally in search of longevity for their products and services. This study aimed to evaluate the impact of the strategic factors and the product innovation on the exporting performance in a candy confectionary company. In this regard, it has been analyzed the internationalization strategies used by the company, through quantitative and qualitative methods by application of a survey and interviews which, together, enabled to compare the importance and the performance of various attributes considered decisive to the exporting performance. Among the achieved results, this work showed there is a gap between the degrees of performance versus the degrees of importance of the studied attributes. This means that, by top management perspective, the company is below market expectation. It evidences the necessity for reevaluation the strategic planning, in order to strength other important dimensions explored, aiming to achieve success in the international market. This study confirmed the existence of a strong relationship between innovation product, strategy and exporting performance.


strategy, exporting performance, innovation product, internationalization.


AHARONI, Y. The foreign investment decision process. Thunderbird International Business Review, v. 8, n. 4, 1966.

BAGNO, R. B.; LEIVA, T. L.; OLIVEIRA, L. G. H. Innovation management: lessons learned from innovation diagnostic tools. Product: Management & Development, v. 14, n. 1, p. 12-21, 2016.

CHENG, H.-L.; YU, C.-M. J. Institutional pressures and initiation of internationalization: Evidence from Taiwanese small-and medium-sized enterprises. International Business Review, v. 17, n. 3, p. 331-348, 2008.

CYRINO, A. B.; BARCELLOS, E. P. Estratégias de internacionalização: evidências e reflexões sobre as empresas brasileiras. In: In TANURE, B.; DUARTE, R. G. (Orgs.). Gestão internacional. São Paulo: Saraiva, 2006. p. 221-246.

DUNNING, J. H. The globalization of business (routledge revivals): the challenge of the 1990s. Abingdon-on-Thames: Routledge, 2014.

FILIPESCU, D. A. et al. Technological innovation and exports: Unpacking their reciprocal causality. Journal of International Marketing, v. 21, n. 1, p. 23-38, 2013.

FILIPESCU, D. A. Innovation and internationalization: a focus on exporting firms. Tese (Doutorado) - Universitat Autonòma de Barcelona, Barcelona, 2007.

JOHANSON, J.; VAHLNE, J.-E. The internationalization process of the firm-a model of knowledge development and increasing foreign market commitments. Journal of International Business Studies, v. 8, n. 1, p. 23-32, 1977. JOHANSON, J.; VAHLNE, J.-E. Markets as networks: implications for strategy-making. Journal of the Academy of Marketing Science, v. 39, n. 4, p. 484-491, 2011.

JOHANSON, J.; VAHLNE, J.-E. The Uppsala internationalization process model revisited: from liability of foreignness to liability of outsidership. Journal of International Business Studies, v. 40, n. 9, p. 1411-1431, 2009.

KIM, W. C.; MAUBORGNE, R. Blue ocean strategy: from theory to practice. California Management Review, v. 47, n. 3, p. 105-121, 2005.

KNIGHT, G. A.; CAVUSGIL, S. T. Innovation, organizational capabilities, and the born-global firm. Journal of International Business Studies, v. 35, n. 2, p. 124-141, 2004.

KSHETRI, N. Institutional factors affecting offshore business process and information technology outsourcing. Journal of International Management, v. 13, n. 1, p. 38-56, 2007.

MAROCO, J.; GARCIA-MARQUES, T. Qual a fiabilidade do alfa de Cronbach? Questões antigas e soluções modernas? Laboratório de Psicologia, v. 4, n. 1, p. 65-90, 2006.

MATHEWS, J. A.; ZANDER, I. The international entrepreneurial dynamics of accelerated internationalisation. Journal of International Business Studies, v. 38, n. 3, p. 387-403, 2007.

MINISTÉRIO DO DESENVOLVIMENTO – MDIC. Empresas exportadoras 2001 a 2016 (por faixa de valor exportado). 2017. Disponível em: . Acesso em: 01 jan. 2017.

MOEN, Ø.; GAVLEN, M.; ENDRESEN, I. Internationalization of small, computer software firms: Entry forms and market selection. European Journal of Marketing, v. 38, n. 9-10, p. 1236-1251, 2004.

PORTER, M. E. Competition in global industries. Boston: Harvard Business Press, 1986.

RICART, J. E. et al. New frontiers in international strategy. Journal of International Business Studies, v. 35, n. 3, p. 175-200, 2004.

ROCHA, A.; ALMEIDA, V. Estratégias de entrada e de operação em mercados internacionais. In: In TANURE, B.;

DUARTE, R. G. (Orgs.). Gestão internacional. São Paulo: Saraiva, 2006. p. 7-37.

ROPER, S.; LOVE, J. H. Innovation and export performance: evidence from the UK and German manufacturing plants. Research Policy, v. 31, n. 7, p. 1087-1102, 2002.

TIDD, J.; BESSANT, J.; PAVITT, K. Managing innovation integrating technological, market and organizational change. New Jersey: John Wiley and Sons Ltd., 2005.

WEERAWARDENA, J. et al. Conceptualizing accelerated internationalization in the born global firm: A dynamic capabilities perspective. Journal of World Business, v. 42, n. 3, p. 294-306, 2007.

ZOU, S.; STAN, S. The determinants of export performance: a review of the empirical literature between 1987 and 1997. International Marketing Review, v. 15, n. 5, p. 333-356, 1998.

5a5647c70e8825dc2715fa66 pmd Articles
Links & Downloads


Share this page
Page Sections