Guidelines to enhance the apexbrasil export qualification program for service and digital businesses

Abstract

The Brazilian Trade and Investment Promotion Agency (ApexBrasil) is crucial in promoting Brazilian products globally and attracting foreign investments. ApexBrasil's Export Qualification Program (PEIEX) guides SMEs in internationalization, offering specialized training and export plan assistance. PEIEX promotes an export-oriented culture and enhances global market capabilities. The article analyses the implementation of the PEIEX program for service and digital business companies in Rio Grande do Norte. The study concentrates on three key components: The Work Plan, Support Material, and Export Plan Template. Its objective is to propose strategies for improving the program's structure and practical application. The study uses an exploratory, qualitative design with document analysis and a panel of specialists. Following the organizational learning model, it progresses through four stages: identifying service company issues, comparing export plans, exploring themes, and critically evaluating perceived strengths, gaps and recommendations to optimize PEIEX for service and digital businesses. The findings revealed that the Work Plan, Support Material, and Export Plan Model exhibited certain gaps concerning relevant technologies and processes associated with the digital transition and internationalization. However, these structures could be expanded and adapted to address these gaps. The recommendations include deploying specialized extensionist technicians in digital business and services, forming strategic collaborations with digital organizations, integrating new skills into the work plan for enhanced digital success, and refining targets to focus assistance on specific companies. These measures aim to notably amplify the program's impact, contributing to a more tailored support system for businesses in these sectors.