Estratégias de internacionalização numa PME exportadora

Estudo de caso da Costa Verde

Abstract

Internationalization has become a central pillar in the growth and differentiation strategies of Portuguese Small and Medium Enterprises (SMEs), particularly when operating in limited and highly competitive domestic markets. This case study examines the internationalization process of Costa Verde Porcelanas, an SME in the ceramic sector with a strong export orientation and a consolidated presence in over 50 countries. Using a qualitative methodology based on primary data (a semi-structured interview) and secondary data (document analysis), the study identifies the motivations that led to the company’s international expansion, the entry modes adopted, and the international marketing strategies applied. The analysis is framed within Network Theory and emphasizes the role of strategic partnerships and sustained commercial relationships as key drivers of the brand’s international presence. In its global activity, Costa Verde (CV) has demonstrated a high level of adaptability to diverse sociocultural and economic contexts by establishing a flexible organizational structure and implementing a marketing mix tailored to the specificities of each market. The findings reveal a sustained internationalization path, characterized by a strong focus on commercial relationships, continuous investment in quality as a differentiating factor, and a strategic orientation towards demanding professional market segments. Despite the rigor in data collection and analysis, this qualitative study presents limitations inherent to its interpretative nature, particularly regarding the generalizability of results. Nevertheless, the analysis of the Costa Verde case offers valuable practical insights into the internationalization processes of industrial SMEs and serves as a useful reference for companies with similar strategies.