OS DESAFIOS DO PROCESSO DE INTERNACIONALIZAÇÃO DAS EMPRESAS: NOVOS RUMOS DE NEGÓCIOS PARA EMPRESAS BRASILEIRAS

Globalization and technological advances have caused the world to change and the business world has forced itself to monitor such an event. The internationalization of a company is a new, complex and modern process of cultural, commercial and economic integration, understanding it requires a wide study of strategies, culture, customs and obstacles that may come to be during internationalization. In a survey conducted in June 2017 with 229 Brazilian companies, by the Brazilian Trade and Investment Promotion Agency - Apex-Brasil, it was concluded that the United States is the country that is preferred by 68% of national entrepreneurs and entrepreneurs, followed by Colombia with 23.4%, Mexico with 21.3%, Argentina with 17.7%. On the other hand, the country's participation in international trade did not follow this figure: less than 20 thousand Brazilian companies exported. This means that, in addition to numerous opportunities, Brazil also faces enormous challenges. Internationalization refers to integration with the market across borders. From the import and export of products and services to production on the foreign market, this is a phenomenon. The main advantages in the search for the process are gains from new markets, lower costs, creation of a global brand, among others. At the beginning of international operations, it is essential that the company has already developed all the marketing action plans so as not to harm profitability in the market.Keywords: Internationalization, globalization, process, challenge.