Modelos de negocios para la internacionalización de agencias de marketing en Bogotá: oportunidades de posicionamiento en el mercado brasileño

Abstract

The purpose of this study is to analyze the situation of marketing agencies in Bogotá in the context of globalization, specifically in the Brazilian market, given that the challenges involved include limitations and barriers that hinder their development. The main barriers highlighted are lack of experience in the Brazilian market, language, and culture; additionally, the agencies lack clear and precise strategies, which leads to limitations faced by marketing agencies in Bogotá in this globalization process. The purpose of this study is to identify internationalization strategies that would enable positioning in the Brazilian market. To this end, the research employed a qualitative and descriptive methodology supported by a literature review and analysis of various sources. The analysis reveals that marketing agencies possess strengths such as creative human talent, competitive costs, and mastery of digital tools, which enable them to offer services adaptable to different contexts; however, weaknesses are also observed in language proficiency, limited experience in foreign markets, and the fragility of international expansion strategies. Furthermore, Brazil has proven to be a highly competitive market with advanced adoption of digital technologies and significant growth in the number of online consumers. For this reason, the development of sustainable business models focuses on market and service specialization, using data for decision-making, forming partnerships, and adapting to the culture of the Brazilian market.