Factors That are Highlighted in the Decision-Making in the Process of Internationalization of Micro and Small Companies of the Cosmetics Segment of the State of Sao Paulo

摘要

This article focuses on the study of micro and small cosmetic companies in the state of Sao Paulo, due to the representativeness that these companies have in the exports of their products. The objective is to identify the elements that stand out in the decision-making process for the internationalization of its business from the export of its products. Behavioral Theory was used as the internationalization model of McDougall [1]. Based on the research, it was identified that the elements that stand out most in decision making for micro companies are the need for business expansion due to the saturation of the domestic market and the competition, whereas for small companies the highlight is in strategic factors for business maintenance and suggestions from suppliers, customers and consultants.