REAd. Revista Eletrônica de Administração (Porto Alegre)
On-line version ISSN 1413-2311
DALMORO, Marlon. International promotion networks and their contribution in the internationalization process: PSI wines from Brazil case. REAd. Rev. eletrôn. adm. (Porto Alegre) [online]. 2012, vol.18, n.2, pp. 552-580. ISSN 1413-2311. http://dx.doi.org/10.1590/S1413-23112012000200010.
This study focuses the formal international promotion networks, formed by companies that operate in the same sector and country of origin. The objective is to analyze an international promotion network and its contribution in the internationalization process of affiliates companies. For this, it was carried out a literature review on the following topics: network cooperation, internationalization and network formation for internationalization. Empirical evidence was collected through a qualitative approach through a case study. The unit of analysis was the Integrated Sector Project (PSI) Wines from Brazil, formed by 39 wine companies and supported by the Brazilian Institute of Wine - IBRAVIN and APEX Brazil. Network was observed through issue-based net view, focusing on the linkages between network members. Empirical evidence was collected during visits in loco, through semi-structured interviews with 14 companies' managers and two network managers. Data were interpreted using the content analysis technique. For analysis support, it was developed a conceptual matrix, with four constructs: relationships between stakeholders, government policies, network participation effects and changes generation. Results indicate that the network formation contributes with internationalization process of affiliates companies mainly through financial support and information and knowledge exchange. Network consists in a structural link between companies, government and sectorial institutions that enables the exchange of resources required for internationalization. Networks affiliation is a strategic option, especially for less internationally developed industries. Furthermore, results point out effects of sectorial policy that stimulate the formation of international promotion networks.
Keywords : Internationalization Process; Networks; International Promotion; Wines; Wines from Brazil.