Intercultural Challenges in Internationalizing a Brand: The Case of Boca Do Lobo in the Nordic Countries

Abstract

The economic crisis we are experiencing today, the constant struggle for survival in the market and the competitiveness in the business environment led companies to opt for internationalization. Thus, in order to analyze the challenges of marketing and production in the internationalization of a brand, I analyze the Nordic countries, with particular emphasis in Finland. Internationalization not only means exporting a product / service, but rather acquiring a sustained operational strategy to create value and permanent economic relationships with other countries, regardless of the entry chosen by the company. However, internationalization brings not only benefits, as there are several challenges inherent to the business sector, which has to be aware of them and adapt accordingly. The international market is very demanding, knowledgeable and national companies will have to adjust in order to compete with these companies, which are focused on the most advanced knowledge. It is essential to learn how to think globally, acting locally. In order to bridge this gap, domestic enterprises will be required to invest in various forms of competition such as differentiation, culture, innovation, cost efficiency, particularly in its critical dimension. The latter aspect, the critical dimension, is the most used in joint projects of international cooperation. That is, the promoters are added in complementary skills and synergies in order to enhance and increase competitiveness. As for tax incentives for internationalization, these emerge as one of the privileged instruments to support investment in a solid and planned internationalization strategy. This includes the capital to invest; demonstration of strategic interest to the internationalization of the Portuguese economy; technical financial and feasibility; economic; not being located in poor areas or in countries, territories and regions with privileged tax regimes, and finally, they should not imply the reduction of jobs in Portugal.