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Portuguese to English: The Internationalization of a Brazilian Software Security Company in light of network theories and effectuation General field: Bus/Financial Detailed field: Business/Commerce (general)
Source text - Portuguese Em meados da década de 1990, o Brasil começou a derrubar suas barreiras internacionais e criou um ambiente onde grandes empresas brasileiras viram-se obrigadas a competir com gigantes multinacionais, iniciando o processo de aceleração de competitividade e desencadeando o nascimento de algumas grandes empresas brasileiras no cenário global (FLORIANI & FLEURY, 2012).
Empresas brasileiras de diversos setores vêm procurando se internacionalizar por meio de diferentes modos de entrada em mercados no exterior, desde a exportação indireta até a implantação de unidades produtivas em territórios estrangeiros (VIANNA & ALMEIDA, 2011). Porém, o crescimento das exportações do país permanece concentrado, majoritariamente, em commodities, recursos naturais, energia e trabalho, em detrimento a produtos com maior valor agregado, como, por exemplo, os serviços de softwares (SOUZA, VASCONCELLOS & CORRÊA, 2012).
Translation - English In the mid-1990s, Brazil began to remove its international barriers and created an environment where large Brazilian companies were forced to compete with multinational giants, beginning the process of increasing competition and placing some large Brazilian companies’ on the global stage (FLORIANI & FLEURY, 2012).
Brazilian companies from various sectors have been seeking to internationalize through different modes of entry in overseas markets, from indirect exports to the establishment of production units in foreign territories (VIANNA & ALMEIDA, 2011). However, growth in the country's exports remains concentrated mainly in commodities, natural resources, energy, and labor to the detriment of products with a higher added value, such as software services (SOUZA, VASCONCELLOS & CORREA, 2012).
Portuguese to English: When Being International Is Worth It: The Effect Of A Retail Brand's International Presence On Consumer Attitudes Detailed field: Marketing / Market Research
Source text - Portuguese Para atingir o objetivo do estudo, investigamos empiricamente como a informação de que uma marca de serviços de varejo está presente em países desenvolvidos (vs. emergentes) exerce efeito sobre a atitude dos consumidores. Analisamos também que efeito o grau de envolvimento do consumidor com a categoria, percepção subjetiva sobre a importância ou interesse do consumidor por um produto ou categoria (ENGEL, BLACKWELL, KOLLAT, 1995), exerce sobre o efeito da presença internacional da marca (LIN e CHEN, 2006; LEE, YUN, LEE, 2005; MARTÍN e CERVINO, 2011). Especificamente, criamos cenários em que duas novas marcas de serviços de varejo, de baixo e alto envolvimento, decidem se estabelecer no Brasil. Em sua comunicação com os potenciais consumidores, é mencionada apenas a presença em cidades de países desenvolvidos ou em cidades de países emergentes. Nossa hipótese é que o efeito da presença em cidades de países desenvolvidos (vs. emergentes) será maior para o serviço de alto envolvimento do que para o de baixo envolvimento. Com isso, contribuímos para a literatura de marketing ao demonstrar que a presença em localidades desenvolvidas pode exercer o mesmo efeito sobre as atitudes dos consumidores que a comunicação do país de origem.
Translation - English To achieve the study’s objective, we empirically investigate how the information of a retail service brand present in developed countries (vs emerging) has an effect on the attitudes of consumers. We also analysed the effect of the consumers’ degree of involvement with the category, their subjective perception of its importance, consumer interest in the product or category (ENGEL, BLACKWELL, KOLLAT, 1995) and its relations to the effect of the brand’s international presence (LIN and CHEN, 2006; LEE, YUN, LEE, 2005; MARTÍN and CERVINO, 2011). Specifically, we create scenarios where two new brands of low- and high-involvement retail services decide to settle in Brazil. When communicating with potential consumers, only the presence in cities of developed countries or cities of developing countries is mentioned. Our hypothesis is that the effect of a presence in cities of developed countries (vs emerging) will be higher for the high-involvement service than for the low-involvement. We therefore contribute to the marketing literature by demonstrating that presence in developed locations can exercise the same effect on consumer attitudes as the communication of the country of origin.
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Years of experience: 10. Registered at ProZ.com: Aug 2015.
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