O comércio eletrónico como modo de entrada em mercados internacionais Uma abordagem sistémica à avaliação de oportunidades

摘要

In today's competitive environment, where companies are searching for new and convenient ways to communicate and deliver their products and services to their consumers, e-commerce presents itself as an irrefutable decision as a means of access to international markets. However, for the internationalization done through this channel to result favorably, it is necessary this decision to be supported by amethod of analysis to increase competitive landscape, as well as its internal competencies, before deciding the entry mode to use, which will be facilitated by the use of e-commerce. Based on a dynamic methodological design grounded on an action-research approach, an exploratory research in the industry of sports supplements was conducted, with the primary objective of designing a simplified model for theassessment of opportunities of internationalization through e-commerce.