Market Orientation for Immigrant and Ethnic Small and Medium-Sized Brazilian Immigrant Ventures Overseas

Revista de Empreendedorismo e Gestão de Pequenas Empresas – REGEPE

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Title Market Orientation for Immigrant and Ethnic Small and Medium-Sized Brazilian Immigrant Ventures Overseas
Orientação de Mercado para Pequenas e Médias Empresas de Imigrantes Brasileiros no Exterior
 
Creator Cruz, Eduardo Picanço
Falcão, Roberto Pessoa de Queiroz
 
Subject Immigrant entrepreneur. Market orientation. Market opportunity. Ethnic enclave. Immigration.
Empreendedor imigrante; Orientação de mercado; Oportunidade de mercado; Enclave étnico; Imigração
 
Description Objective: contribute to the entrepreneurship field of study, in the context of ethnic or immigrant companies, by analyzing variables that define their market orientation and the strategic decisions taken, deepening the knowledge on the subject.Method: the data collection was comprised of multi-method strategies (quantitative and qualitative), the main strategy being an in-depth interview, which comprises the analysis of multiple cases of overseas entrepreneurs, from different Brazilian communities. This information was triangulated, based on data from surveys carried out with Brazilians in Australia, Canada, Portugal and Estonia, from netnography and document analysis. Therefore, intra and inter-case analyzes were carried out, aiming to find similarities and differences in the results achieved.Originality/Relevance: the article focuses on an important issue, which involves the world's major economies - immigrants. Given the difficulties in their insertion in host societies, they tend to be identified as "social problems". On the other hand, the application of business models and proposals for immigrant entrepreneurs´ market orientation enables a path for their economic and social ascension. By becoming successful entrepreneurs, they can reverse this discriminatory perception of themselves.Results: based on the data collected as well as the analysis of articles from the existing literature, four different market orientations were identified: (1) focus on ethnic market niche, (2) focus on specific interests, (3) focus on exotic products for the local customer, and (4) focus on highly competitive markets. The authors present a 2x2 matrix including the variables: (a) degree of affiliation of entrepreneurs with their ethnic communities and target audience, e (b) market segments in which they focus.Theoretical/Methodological contributions: the main theoretical contribution of the paper is supporting the discussion on market orientation of immigrants and ethnic firms, as well as their target audience decisions. In addition, the article innovates by discussing strategic decisions in the context of small and medium Brazilians businesses established overseas.
Objetivo: contribuir para o campo de estudo do empreendedorismo, no contexto das empresas étnicas ou de imigrantes, ao analisar variáveis que definem sua orientação de mercado e as decisões estratégicas tomadas, aprofundando o conhecimento sobre o assunto.Método: foi utilizada a coleta de dados com estratégias multimétodos (quantitativa e qualitativa), sendo sua principal estratégia a entrevista em profundidade, que compõe a análise de múltiplos casos de empreendedores no exterior, oriundos de diferentes comunidades brasileiras. Essas informações foram trianguladas, a partir de dados de surveys realizadas com brasileiros na Austrália, no Canadá, em Portugal e na Estônia, da netnografia e da análise documental. Sendo assim, análises intra e intercasos foram feitas, visando encontrar similaridades e diferenças nos resultados alcançados.Originalidade/Relevância: o artigo enfoca uma importante questão, que envolve as grandes economias mundiais – os imigrantes. Dadas as dificuldades em sua inserção nas sociedades acolhedoras, eles tendem a ser identificados como “problemas sociais”. Por outro lado, a aplicação de modelos de negócios e de propostas de orientação mercadológica para empreendedores imigrantes, viabiliza um caminho para a sua ascensão econômica e social. Ao se tornarem empreendedores bem-sucedidos, eles podem reverter essa percepção discriminatória a seu respeito.Resultados: com base nos dados coletados, bem como na análise de artigos da literatura existente, foram identificadas quatro orientações diferentes de mercado: (1) foco no nicho de mercado étnico, (2) foco em interesses específicos, (3) foco em produtos exóticos para o cliente local, e (4) foco em mercados altamente competitivos. Uma matriz 2 x 2 é apresentada, incluindo as variáveis: (a) grau de afiliação de empreendedores com suas comunidades étnicas e seu público-alvo, e (b) segmentos de mercado enfocados.Contribuições teóricas/metodológicas: uma das principais contribuições teóricas deste artigo é apoiar a discussão sobre a orientação para o mercado de imigrantes, os empreendimentos étnicos e as decisões do público-alvo a ser atendido. Além disso, o artigo inova, ao discutir decisões estratégicas, no contexto de pequenos e médios negócios de brasileiros no exterior.
 
Publisher Revista de Empreendedorismo e Gestao de Pequenas Empresas - REGEPE
 
Contributor

 
Date 2020-09-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion


 
Format application/pdf
application/pdf
 
Identifier https://www.regepe.org.br/regepe/article/view/1765
10.14211/regepe.v9i4.1765
 
Source Iberoamerican Journal of Entrepreneurship and Small Business; v. 9, n. 4 (2020): Setembro/Dezembro; 641-671
Revista de Empreendedorismo e Gestão de Pequenas Empresas; v. 9, n. 4 (2020): Setembro/Dezembro; 641-671
2316-2058
 
Language por
eng
 
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