文章基本信息

标题：Product Innovation, Strategy and Exporting Performance: a Study in a Candy Confectionary Company
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作者：Marco Antonio Leandro Cabral ; Hélio Roberto Hékis ; Lara Cavalcante Freitas da Silva 等
期刊名称：Product : Management & Development
印刷版ISSN：1676-4056
出版年度：2017
卷号：15
期号：2
页码：92
出版社：Instituto de Gestão de Desenvolvimento de Produto
摘要：The Brazilian companies have crossed geographic borders, commercially and also culturally in searchof longevity for their products and services. This study aimed to evaluate the impact of the strategic factors andthe product innovation on the exporting performance in a candy confectionary company. In this regard, it has beenanalyzed the internationalization strategies used by the company, through quantitative and qualitative methods byapplication of a survey and interviews which, together, enabled to compare the importance and the performanceof various attributes considered decisive to the exporting performance. Among the achieved results, this workshowed there is a gap between the degrees of performance versus the degrees of importance of the studied attributes.This means that, by top management perspective, the company is below market expectation. It evidences thenecessity for reevaluation the strategic planning, in order to strength other important dimensions explored, aimingto achieve success in the international market. This study confirmed the existence of a strong relationship betweeninnovation product, strategy and exporting performance.
关键词：strategy; exporting performance; innovation product; internationalization.