Da ascensão nacional à construção de uma marca global: o processo de internacionalização da Alpargatas S.A.

Abstract

The present study aims to elucidate concepts related to the theme of internationalization, as well as to investigate the influencing factors in the geographical expansion process of a company, which, although of paramount importance for business development, proves to be sensitive - to internal and external factors - and gradual, as evidenced by the research results. Furthermore, to highlight the uniqueness of each internationalization case, this article is dedicated to outlining a historical overview of Havaianas, a Brazilian footwear brand owned by the century-old Alpargatas S.A., elucidating the business development in foreign territories. Therefore, the work is guided by the following questions: what factors led to the change in Alpargatas S.A.'s internationalization strategy post-pandemic and how did these changes unfold? Through the analysis of financial indicators and literature review as methodological procedures, the work aims to understand the changes in the brand's international plan between the years 2022 and 2023. The post-pandemic global scenario, the adopted internationalization strategy, and the limitations faced by models of entry into new countries were analyzed, which were already foreseen by the internationalization studies developed by the Uppsala School, in addition to their respective results, summarized in the pursuit of greater efficiency and simplification of processes, reflecting on the international structure of the business and its management on a global scale.