Internationalization of PT Innovation in South Africa: Case Study

Abstract

In a society with increasingly fierce competition and where globalization concealed geographic barriers once felt, it is imperative to resort to new ways, new tools that allow companies to on one hand, offer added value to its stakeholders and on the other, evolve in and to different markets from its already explored. However it’s not enough wanting to explore other markets, it is first necessary to define an international marketing strategy, focused on the organization's target, that creates guidelines for the path it should follow in order to effectively achieve its (correct and substantiated) internationalization.Focused not only on the most relevant theoretical concepts of international marketing but also in major contributions to the understanding of national culture, this dissertation intends to be a case study that will allow the author to characterize and evaluate the ongoing process of the internationalization of the company PT Inovação in South Africa to, finally, define a set of guidelines that may enhance and improve the company's strategy.