New market development strategy process: a capabilities approach in an interregional context
DOI:
https://doi.org/10.5007/2175-8077.2025.e91725Keywords:
Entry into new markets, Antecedents, Dynamic CapabilitiesAbstract
Objective: To verify the process of formulating and implementing the strategy for entering new inter-regional markets, its antecedents and results, for the Amazon Tambaqui.
Methodology/approach: The research is exploratory and qualitative and was conducted through in-depth interviews with different actors in the production chain, analyzed with the help of Atlas TI, and with secondary data.
Originality/relevance: This study contributes to the understanding of the strategy for entering new markets in a procedural manner, considering the vision of capabilities in the context of inter-regionalization.
Main Results: It is confirmed that the strategy for entering new markets is procedural, and that formulation and implementation occur simultaneously and dialogically, with actions influencing and being influenced by the antecedents. There is an interrelationship between the antecedents and between these and the process of formulation and implementation. Some elements of the formulation and implementation appeared more intensely than others. The stage of development of the sector may be related to the robustness of the strategy and, consequently, to the intended results.
Theoretical Contribution: The theoretical contribution lies in the procedural approach and in the description of the relationship between formulation and implementation, as well as the antecedents and results of a strategy for entering new markets in the context of inter-regionalization.
Contribution to management: The managerial contribution lies in the indication of which dynamic capabilities should be developed and how they can contribute to the strategy for entering new markets.
References
Abebe, M. A., & Angriawan, A. (2011). The internationalisation of small and medium-sized enterprises (SMEs): a multi-level integrative framework. International Journal of Entrepreneurship and Innovation Management, 13(3/4), 377. https://doi.org/10.1504/IJEIM.2011.039828
Al Badi, K. S. (2015). MARKETING STRATEGY MODULE A CASE STUDY OF OMAN CEMENT COMPANY. International Journal of Economics, Commerce and Management United Kingdom, 3(1), 1–13.
Alkasim, S. B., Hilman, H., Bohari, M., Abdullah, S. S., Sallehuddin, M. R., Fathilah, R., & Yunus, Y. N. K. (2017). The Impact of Market Penetration Strategy and Market Development Strategy on the Competitive Advantage of Manufacturing Based SMEs. International Journal of Economic Research, 14(20), 1–12. www.serialsjournals.com
Ansoff, H. I. (1977). Estratégia empresarial. McGraw-Hill do Brasil.
Barney, J.; Hesterly, W. (2012). Gestão estratégica e vantagem competitiva: Conceitos e casos. (4a ed.). Pearson.
Batsakis, G., & Singh, S. (2019). Added distance, entry mode choice, and the moderating effect of experience: The case of British MNEs in emerging markets. Thunderbird International Business Review, 61(4), 581–594. https://doi.org/10.1002/tie.22046
PEIXE BR. (2022). Anuário Peixe BR da Piscicultura 2020. https://www.peixebr.com.br/anuario-2020/
PEIXE BR. (2021). Anuário Peixe BR da Piscicultura 2021. https://www.peixebr.com.br/anuario-2021/
PEIXE BR. (2022). Anuário Peixe BR da Piscicultura 2022. https://www.peixebr.com.br/anuario-2022/
Farina, E. M. M. Q. (1999). Competitividade e coordenação de sistemas agroindustriais: um ensaio conceitual. Gestão & Produção, 6(3), 147–161. https://doi.org/10.1590/S0104-530X1999000300002
Finoti, L., Didonet, S. R., Toaldo, A. M., & Martins, T. S. (2017). The role of the marketing strategy process in the innovativeness-performance relationship of SMEs. Marketing Intelligence & Planning, 35(3), 298–315. https://doi.org/10.1108/MIP-01-2016-0005
Galdino, K. M., Rezende, S. F. L., & Lamont, B. T. (2019). Market and internationalization knowledge in entrepreneurial internationalization processes. International Journal of Entrepreneurial Behavior & Research, 25(7), 1580–1600. https://doi.org/10.1108/IJEBR-11-2018-0762
Galera, V. (2022). Criação de peixes em alta. Https://Economia.Uol.Com.Br/Reportagens-Especiais/Agronegocio-Producao-de-Tilapia-e-Tambaqui-Piscicultura/#cover.
Gerhardt, V. J., Mairesse Siluk, J. C., Baierle, I. C., & Michelin, C. de F. (2022). Theoretical model for identifying market development indicators. International Journal of Productivity and Performance Management, 71(7), 2659–2679. https://doi.org/10.1108/IJPPM-05-2020-0259
Ghaleb M. Al-Bostanji. (2015). Impact of Applying of Ansoff Model on Marketing Performance for Saudi Foodstuff Companies. Journal of Marketing and Consumer Research, 15, 71–81.
Ghemawat, P. (2015). From International Business to Intranational Business. Emerging Economies and Multinational Enterprises, 28, 5–28. https://doi.org/10.1108/S1571-502720150000028002
Ginevičius, R., & Auškalnytė, R. (2001). THE EVALUATION OF A COMPANY’S STRATEGY BY THE ANSOFF’S PRODUCT MARKET MATRIX. Statyba, 7(2), 158–165. https://doi.org/10.1080/13921525.2001.10531717
IDARON. (2022). Piscicultura: Rondônia destaca-se pela produção de tambaqui em regime semi-intensivo. http://www.idaron.ro.gov.br/index.php/2021/07/12/piscicultura-rondonia-destaca-se-pela-producao-de-tambaqui-em-regime-semi-intensivo/
Irianti, D. A., & Haznam, H. (2019). Market Development Strategy For Pt A From The Side Of Capabilities And Potential Customers. Proceedings of the 3rd Asia-Pacific Research in Social Sciences and Humanities Universitas Indonesia Conference (APRISH 2018). https://doi.org/10.2991/aprish-18.2019.19
Kabongo, J. D., & Okpara, J. O. (2019). Timing and speed of internationalization: Evidence from African banks. Journal of Business Research, 102, 12–20. https://doi.org/10.1016/j.jbusres.2019.05.003
Kale, P., Dyer, J. H., & Singh, H. (2002). Alliance capability, stock market response, and long-term alliance success: the role of the alliance function. Strategic Management Journal, 23(8), 747–767. https://doi.org/10.1002/smj.248
Kale, P., & Singh, H. (2007). Building firm capabilities through learning: the role of the alliance learning process in alliance capability and firm-level alliance success. Strategic Management Journal, 28(10), 981–1000. https://doi.org/10.1002/smj.616
Kukartsev, V. V, Fedorova, N. V, Tynchenko, V. S., Danilchenko, Y. V, Eremeev, D. V, & Boyko, A. A. (2019). The analysis of methods for developing the marketing strategies in agribusiness. IOP Conference Series: Earth and Environmental Science, 315(2), 022107. https://doi.org/10.1088/1755-1315/315/2/022107
Lin, F.-J., & Ho, C.-W. (2019). The knowledge of entry mode decision for small and medium enterprises. Journal of Innovation & Knowledge, 4(1), 32–37. https://doi.org/10.1016/j.jik.2018.02.001
Markman, G. D., Gianiodis, P., Tyge Payne, G., Tucci, C., Filatotchev, I., Kotha, R., & Gedajlovic, E. (2019). The Who, Where, What, How and When of Market Entry. Journal of Management Studies, 56(7), 1241–1259. https://doi.org/10.1111/joms.12448
Menon, A., Bharadwaj, S. G., Adidam, P. T., & Edison, S. W. (1999). Antecedents and Consequences of Marketing Strategy Making: A Model and a Test. Journal of Marketing, 63(2), 18. https://doi.org/10.2307/1251943
Moeen, M. (2017). Entry into Nascent Industries: Disentangling a Firm’s Capability Portfolio at the Time of Investment Versus Market Entry. Strategic Management Journal, 38(10), 1986–2004. https://doi.org/10.1002/smj.2642
Morgan, N. A. (2012). Marketing and business performance. Journal of the Academy of Marketing Science, 40(1), 102–119. https://doi.org/10.1007/s11747-011-0279-9
Mwau, P. M; Oloko, M. & Muturi, W. (2016). The influence of Market development strategy on performance of firms within the insurance industry in Kenya. International Journal of Advanced Engineering and Management Research, 1(2), 111–150.
Pehrsson, T. (2015). Market entry mode and performance: capability alignment and institutional moderation. International Journal of Business and Globalisation, 15(4), 508. https://doi.org/10.1504/IJBG.2015.072521
Peng, M. W., & Lebedev, S. (2017). Intra-national business (IB). Asia Pacific Journal of Management, 34(2), 241–245. https://doi.org/10.1007/s10490-017-9507-2
Peng, M. Y. P. (2019). Understanding Small and Middle Enterprises’ Internationalization Process at Food and Restaurant Service Industry. 16th International Conference On Service Systems And Service Management, 1–5.
Peteraf, M. A., & Barney, J. B. (2003). Unraveling the resource-based tangle. Managerial and Decision Economics, 24(4), 309–323. https://doi.org/10.1002/mde.1126
Poulis, K., & Poulis, E. (2013). The influence of intra-national cultural heterogeneity on product standardisation and adaptation. International Marketing Review, 30(4), 357–383. https://doi.org/10.1108/IMR-03-2012-0047
Ra, W. (2020). Determinants of the choice of combined modes for foreign market entry: the case of Korean firms entering into Uzbekistan. Journal of Eastern European and Central Asian Research (JEECAR), 7(1), 83–94. https://doi.org/10.15549/jeecar.v7i1.380
Robson, M. J., Katsikeas, C. S., Schlegelmilch, B. B., & Pramböck, B. (2019). Alliance capabilities, interpartner attributes, and performance outcomes in international strategic alliances. Journal of World Business, 54(2), 137–153. https://doi.org/10.1016/j.jwb.2018.12.004
Rosa, Q. S. (2011). Avaliação de aprendizagem no meio rural: Aplicação na produção primária da piscicultura na região de Ariquemes Rondônia. [Dissertação]. Universidade Federal de Rondônia.
Rosa, Q.S.; Belem-Costa, A. (2019). Tecnologia na produção de pescados: Estado da arte x práticas adotadas em campo. In Pesquisa, inovação e tecnologia no estado de Rondônia. (pp. 236–261).
Rungsithong, R., Meyer, K. E., & Roath, A. S. (2017). Relational capabilities in Thai buyer-supplier relationships. Journal of Business & Industrial Marketing, 32(8), 1228–1244. https://doi.org/10.1108/JBIM-02-2017-0027
Salisu, Y., & Abu Bakar, L. J. (2019). Technological capability, relational capability and firms’ performance. Revista de Gestão, 27(1), 79–99. https://doi.org/10.1108/REGE-03-2019-0040
Sasaki, I., & Yoshikawa, K. (2014). Going beyond national cultures – Dynamic interaction between intra-national, regional, and organizational realities. Journal of World Business, 49(3), 455–464. https://doi.org/10.1016/j.jwb.2013.10.005
Shen, Z., Puig, F., & Paul, J. (2017). Foreign Market Entry Mode Research: A Review and Research Agenda. The International Trade Journal, 31(5), 429–456. https://doi.org/10.1080/08853908.2017.1361368
Teece, D. J. (2007). Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13), 1319–1350. https://doi.org/10.1002/smj.640
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533. https://doi.org/10.1002/(SICI)1097-0266(199708)18:7<509::AID-SMJ882>3.0.CO;2-Z
Tran, V. D. (2020). Market analysis and growth strategy for Norwegian supply chain traceability systems provider in Vietnamese seafood Market.
Tsai, H., Ren, S., & Eisingerich, A. B. (2020). The effect of inter- and intra-regional geographic diversification strategies on firm performance in China. Management Decision, 58(1), 16–38. https://doi.org/10.1108/MD-01-2018-0104
Varadarajan, P. R., & Jayachandran, S. (1999). Marketing Strategy: An Assessment of the State of the Field and Outlook. Journal of the Academy of Marketing Science, 27(2), 120–143. https://doi.org/10.1177/0092070399272002
Walter, A., Auer, M., & Ritter, T. (2006). The impact of network capabilities and entrepreneurial orientation on university spin-off performance. Journal of Business Venturing, 21(4), 541–567. https://doi.org/10.1016/j.jbusvent.2005.02.005
Wang, C., & Giouvris, E. (2019). Important Determinants of Foreign Company Performance in China: Big Data Analysis. The Chinese Economy, 52(1), 56–82. https://doi.org/10.1080/10971475.2018.1523859
Wang, G., Xia, C., & Cao, D. (2020). State and determinants of inter-regional market entry practices in the Chinese construction industry: evidence from national quality award projects. Engineering, Construction and Architectural Management, 27(7), 1461–1477. https://doi.org/10.1108/ECAM-06-2019-0336
Wasowska, A. (2019). Social-cognitive antecedents of new venture internationalization. Baltic Journal of Management, 14(3), 462–479. https://doi.org/10.1108/BJM-09-2018-0325
Yin, R. K. (2016). Qualitative Research from Start to Finish. (2. ed.). The Guilford Press.
Zachary, M. A., Gianiodis, P. T., Payne, G. T., & Markman, G. D. (2015). Entry Timing. Journal of Management, 41(5), 1388–1415. https://doi.org/10.1177/0149206314563982
Zylbersztajn, D. (1999). Strictly coordinated food-systems: exploring the limits of the Coasian firm. The International Food and Agribusiness Management Review, 2(2), 249–265. https://doi.org/10.1016/S1096-7508(00)00014-8
Zylbersztajn, D. (1995). Estruturas de Governança e Coordenação do Agribusiness: Uma Aplicação da Nova Economia das Instituições [Tese Livre Docência]. Universidade de São Paulo.
Zylbersztajn, D. (2012). Ações coletivas e governança de contratos nos sistemas agroindustriais. In In Farina, E. M. M. Q., Saes, M. S. M., & Azevedo, P. F. (Eds.), Agronegócio: Para entender e atuar em um mundo globalizado. p. 105-124. São Paulo: Atlas.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Quezia Rosa, Ana Maria Machado Toaldo
This work is licensed under a Creative Commons Attribution 4.0 International License.
The author must ensure:
- that there is complete consensus among all co-authors to approve the final version of the paper and its submission for publication.
- that their work is original, and if the work and/or words of others have been used, these have been duly acknowledged.
Plagiarism in all its forms constitutes unethical publishing behavior and is unacceptable. RCA reserves the right to use software or any other methods of plagiarism detection.
All submissions received for evaluation in the RCA journal are screened for plagiarism and self-plagiarism. Plagiarism identified in manuscripts during the evaluation process will result in the submission being archived. In the event of plagiarism being identified in a manuscript published in the journal, the Editor-in-Chief will conduct a preliminary investigation and, if necessary, retract it.
Authors grant RCA exclusive rights of first publication, with the work simultaneously licensed under the Creative Commons (CC BY) 4.0 International License.
Authors are authorized to enter into separate, additional contractual arrangements for the non-exclusive distribution of the version of the work published in this journal (e.g., publishing in an institutional repository, on a personal website, publishing a translation, or as a chapter in a book), with an acknowledgement of its authorship and initial publication in this journal.
This license grants any user the right to:
Share – copy, download, print, or redistribute the material in any medium or format.
Adapt – remix, transform, and build upon the material for any purpose, even commercially.
According to the following terms:
Attribution – You must give appropriate credit (cite and reference), provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
No additional restrictions – You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
