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Impacting International Marketing Strategies for Brazilian SMEs

Impacting International Marketing Strategies for Brazilian SMEs

Since December 2016, one of our Durham University Business School research teams has been working with five Brazilian SMEs in their efforts to enter new markets and thereafter sustain competitive advantages.

The project, Increasing the Impact of International Marketing Strategies of Brazilian Export SMEs, is led by Durham University Business School’s Dr Jorge Lengler, Professor Carlos M.P. Sousa and Dr Roberta Aguzzoli, and is funded by the Economic and Social Research Council Impact Acceleration Account and the Brazilian Micro and Small Business Support Service. This is the largest non-profit organisation of its kind in Latin America and seeks to transfer knowledge to Brazilian export SMEs to help them increase their competitive capability in foreign markets.

The participating companies are from different industry sectors. High technology companies have been selected to take part in the project. All participating companies are micro or small start-ups with less than 20 employees.

As a result of the Durham University Business School team intervention, the participating SMEs have managed to establish new partnerships and collaborative agreements in Latin America. This has had a direct impact on the companies and also on their local communities as they have hired new staff and increased market participation.

As the initial results reveal the successful transfer of knowledge to the participating companies, the next step will be to work with Brazilian legislators and policymakers to institutionalise some of the measures undertaken by the research group to support the SMEs. It is expected that the results achieved by the companies with the support of the Durham University Business School team will lead to changes in public policies regarding government support to export SMEs. The results of the project, which include societal, economic and political impact on SMEs and local communities, were presented to Brazilian policy markets and legislators.

Lengler, J. F. B. and Sousa, C. M. P. and Perin, M. G. and Sampaio, C. H. and Martínez-López, F. J. (2016) 'The antecedents of export performance of Brazilian small and medium-sized enterprises (SMEs) : the non-linear effects of customer orientation.', International small business journal., 34 (5). pp. 701-727.

Article first published in IMPACT Magazine in June 2017.

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