INTERNATIONAL PROMOTION NETWORKS AND THEIR CONTRIBUTION IN THE INTERNATIONALIZATION PROCESS: PSI WINES FROM BRAZIL

Abstract

This study focuses the formal international promotion networks, formed by companiesthat operate in the same sector and country of origin. The objective is to analyze aninternational promotion network and its contribution in the internationalization processof affiliates companies. For this, it was carried out a literature review on the followingtopics: network cooperation, internationalization and network formation forinternationalization. Empirical evidence was collected through a qualitative approachthrough a case study. The unit of analysis was the Integrated Sector Project (PSI) Winesfrom Brazil , formed by 39 wine companies and supported by the Brazilian Institute ofWine - IBRAVIN and APEX Brazil. Network was observed through issue-based netview, focusing on the linkages between network members. Empirical evidence wascollected during visits in loco, through semi-structured interviews with 14 companies’managers and two network managers. Data were interpreted using the content analysistechnique. For analysis support, it was developed a conceptual matrix, with fourconstructs: relationships between stakeholders, government policies, networkparticipation effects and changes generation. Results indicate that the network formationcontributes with internationalization process of affiliates companies mainly throughfinancial support and information and knowledge exchange. Network consists in astructural link between companies, government and sectorial institutions that enablesthe exchange of resources required for internationalization. Networks affiliation is astrategic option, especially for less internationally developed industries. Furthermore,results point out effects of sectorial policy that stimulate the formation of internationalpromotion networks.