A INTERNACIONALIZAÇÃO DAS CHURRASCARIAS BRASILEIRAS: UMA ANÁLISE SOBRE O AMBIENTE DE EXPERIÊNCIA

Journal Title: Revista Competência - Year 2011, Vol 4, Issue 1

Abstract

Th is study aims to contribute with the understanding of factors that encourage or limit the inclusion of Brazilian companies in international markets, particularly those with features of experience of environment. Th e focus is on the phenomenon of integration and rapid international expansion of steak houses with a Brazilian origin and style. Th erefore, the case study of Fogo de Chão, a steak house that opened branches in the United states, was adopted as a research strategy. Th rough the case investigated, this study examines a proposition: the marketing strategies adopted by experience of environment, such as atmosphere, the senses, smells, lighting, music, communication, color, spatial arrangement, theatrical metaphor and the people involved can explain a successful experience in the process of internationalization of a steak house from Brazil.

Authors and Affiliations

Elimar Kröner Teixeira Yeda Swirski de Souza

Keywords

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  • EP ID EP677158
  • DOI https://doi.org/10.24936/2177-4986.v4n1.2011.87
  • Views 220
  • Downloads 0

How To Cite

Elimar Kröner Teixeira Yeda Swirski de Souza (2011). A INTERNACIONALIZAÇÃO DAS CHURRASCARIAS BRASILEIRAS: UMA ANÁLISE SOBRE O AMBIENTE DE EXPERIÊNCIA. Revista Competência, 4(1), -. https://europub.co.uk/articles/-A-677158