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

Authors

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

Keywords:

global marketing strategy, Halal, marketing mix

Abstract

This article investigates how medium-sized Halal food companies in Brazil operate in their export marketing strategies. A qualitative research study was conducted with an exploratory approach, based on in-depth interviews with six experts. The main results show that Brazil can invest more in strengthening its country brand by influencing actions that occur after export, so that the end customer has contact with the country brand and its recognition, thereby strengthening the relationship between producer and consumer and possibly increasing loyalty. Going beyond exports, the country could add greater value to its products to improve cost flexibility.

Author Biography

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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