Resumo
A gigante de proteínas animais brasileira JBS decidiu fechar sua startup de proteínas plant-based Planterra, anunciando o fim de sua participação no mercado de carne plant-based nos EUA. A notícia repentina suscitou o estudo em busca de entender o porquê de tal decisão em momento em que este mercado aparecia como crescente. Por intermédio do Modelo OLI, ou paradigma eclético, de Dunning (2000), utilizado na tomada de decisão de internacionalização, e se aplicando a análise de conteúdo. O artigo analisou diversas notícias de variadas fontes procurando trazer hipóteses e indícios da razão da decisão. Os resultados apontaram que o posicionamento estratégico nos Estados Unidos não era compatível ao investimento realizado pela corporação, optando-se por focar em outros países. Ou seja, as vantagens Location (L) do Modelo OLI foram perdidas, preferindo-se dirigir os investimentos ao mercado brasileiro e europeu. As conclusões trazem que o mercado de proteína alternativa precisa ser mais bem compreendido e se põe em dúvida a tendência de seu crescimento nos EUA, cabendo-se mais estudos para entender o caso.
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