Alexandre Faria
Escola Brasileira de Administração Pública e de Empresas (EBAPE)
Resumo. Estratégias de marketing têm sido importantes para empresas, consumidores e mercados por serem capazes de contornar a histórica dificuldade enfrentada pelo âmbito da estratégia corporativa e pela alta hierarquia em reconhecer diferenças e especificidades dos mercados e consumidores. Apesar disso a literatura dominante argumenta que o advento da era da globalização tornou obsoleto o âmbito da estratégia de marketing por causa do processo de convergência das economias nacionais em torno do modelo de economia liberal de mercado. O principal objetivo deste ensaio é argumentar que acadêmicos do contexto luso-brasileiro – com especial ênfase para pesquisadores do Brasil e de Portugal – devem desafiar a literatura dominante e promover a construção de uma perspectiva lusobrasileira para reconceituar a estratégia de marketing tanto em termos domésticos quanto em termos internacionais. O ensaio mostra que dimensões institucionais e históricas do contexto luso-brasileiro e o boom recente de investimentos estrangeiros feitos por organizações portuguesas no Brasil e por organizações brasileiras em Portugal contrariando o argumento de que o âmbito da estratégia de marketing está obsoleto e que este é importante demais para ser desprezado na era da globalização.
Palavras-chave: Estratégia de marketing, estratégia internacional, perspectiva crítica, marketing, globalização.
]]> Abstract. Marketing strategies have been important to business firms, consumers and markets due to their capacity of avoiding the historical difficulty faced by the domain of corporative strategy and the high hierarchy in recognizing differences and specificities of markets and consumers. In spite of this, the recent literature argues that the advent of the globalization era turned the marketing strategy domain obsolete due to the process of growing convergence of the national economies around the liberal market economic model. The major aim of this essay is to argue that researchers of the Luso-Brazilian context – with especial emphasis on researchers of Brazil and Portugal – should challenge this argument and promote the construction of a Luso-Brazilian perspective in strategy domain both in domestic and international terms. The essay shows that international, historical and institutional dimensions of the Luso-Brazilian context and the recent boom of foreign investments done by Portuguese business firms in Brazil and by Brazilian business firms in Portugal challenge the dominant argument that the marketing strategy is obsolete.
Key words: Marketing strategy, international strategy, critical perspective, marketing, globalisation.
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