O mix de marketing do alimento Halal produzido e exportado pelas empresas brasileiras

Luana Lopes de Oliveira; Thelma Valéria  Rocha

doi:10.23925/2178-0080.2025v27i3.71582

Auteurs

Luana Lopes de Oliveira ESPM https://orcid.org/0000-0003-4401-276X
Thelma Valéria Rocha ESPM https://orcid.org/0000-0002-3825-4343

DOI :

https://doi.org/10.23925/2178-0080.2025v27i3.71582

Mots-clés :

estratégia de marketing global, Halal, mix de marketing

Résumé

Este artigo investiga como as empresas de médio porte de alimentos Halal no Brasil atuam em suas estratégias de marketing para a exportação. Foi desenvolvida uma pesquisa qualitativa com abordagem exploratória, baseada em entrevistas em profundidade com seis experts. Como principais resultados, percebe-se que o Brasil pode investir mais em fortalecer a marca país influenciando as ações que ocorrem após a exportação para que o cliente final tenha contato com o reconhecimento da marca país, estreitando a relação entre produtor e consumidor e assim, possível aumento de fidelização, e indo além da exportação, o país poderia agregar maior valor aos produtos para poder ter mais flexibilização no custo.

Biographie de l'auteur

Thelma Valéria Rocha, ESPM

Professora no Programa de Pós-Graduação em Administração da Escola Superior de Propaganda e Marketing (ESPM), em São Paulo, e possui doutorado em Administração com ênfase em Marketing pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo (FEA-USP). Suas áreas de pesquisa incluem franchising internacional, estratégia de marketing internacional e marketing de relacionamento. Entre suas publicações recentes, destaca-se o artigo “Crisis Management in a Collectivistic Country During the Covid-19 Pandemic”, publicado na revista Internext, que analisa a gestão de crises no setor de franquias durante a pandemia no Brasil .

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