TEACHING CASE: THE INTERNATIONALIZATION OF THE BRAZILIAN SOAP-OPERAS IN THE STREAMING ERA: THE GLOBO CASE

Detalhes bibliográficos
Autor(a) principal: Dias , Sophia
Data de Publicação: 2023
Outros Autores: Russo, Eduardo
Tipo de documento: Artigo
Idioma: por
Título da fonte: Internext
Texto Completo: https://internext.espm.br/internext/article/view/747
Resumo: Objective: This case study aimed to present the trajectory taken by TV Globo for alternatives to internationalize its audiovisual products, from the consolidation of the Globo Quality Standard of Soap-operas to the current dispute with Streaming Platforms. Method: The data for the construction of the historical context were extracted from newspapers, magazines and academic theses, and other information from company and agency reports published on the internet. Main Results: Use of VRIO analysis in the context of analyzing the internationalization of Brazilian audiovisual products. Relevance / Originality: This case promotes a debate on the internationalization of audiovisual products for a leading company in the segment that now needs to formulate new internationalization strategies in the Streaming era. The dilemma in this case concerns whether the company continues to standardize or must adapt its productions? Theoretical / Methodological Contributions: Use of VRIO analysis in the context of analyzing the internationalization of Brazilian audiovisual products. Social / Management Contributions: This Teaching Case is recommended for students in the field of business administration and international business. Its application is recommended for courses on business internationalization, international marketing and innovation, which want to address topics such as international strategies, standardization or adaptation of international products, and new business models by platform.
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spelling TEACHING CASE: THE INTERNATIONALIZATION OF THE BRAZILIAN SOAP-OPERAS IN THE STREAMING ERA: THE GLOBO CASECASO DE ENSINO: A INTERNACIONALIZAÇÃO DAS TELENOVELAS BRASILEIRAS NA ERA DO STREAMING: O CASO DO GRUPO GLOBOMercado AudiovisualTV GloboEstratégias de Padronização e AdaptaçãoPlataformas de streamingAudiovisual MarketTV GloboStrategies of Standardization and AdaptationStreaming PlatformsObjective: This case study aimed to present the trajectory taken by TV Globo for alternatives to internationalize its audiovisual products, from the consolidation of the Globo Quality Standard of Soap-operas to the current dispute with Streaming Platforms. Method: The data for the construction of the historical context were extracted from newspapers, magazines and academic theses, and other information from company and agency reports published on the internet. Main Results: Use of VRIO analysis in the context of analyzing the internationalization of Brazilian audiovisual products. Relevance / Originality: This case promotes a debate on the internationalization of audiovisual products for a leading company in the segment that now needs to formulate new internationalization strategies in the Streaming era. The dilemma in this case concerns whether the company continues to standardize or must adapt its productions? Theoretical / Methodological Contributions: Use of VRIO analysis in the context of analyzing the internationalization of Brazilian audiovisual products. Social / Management Contributions: This Teaching Case is recommended for students in the field of business administration and international business. Its application is recommended for courses on business internationalization, international marketing and innovation, which want to address topics such as international strategies, standardization or adaptation of international products, and new business models by platform.Objetivo: Este estudo de caso propõe-se a apresentar a trajetória percorrida pela TV Globo em busca de alternativas para internacionalizar seus produtos audiovisuais, a partir da consolidação do Padrão Globo de Qualidade das Telenovelas até a disputa atual com as plataformas de streaming. Método: Os dados para a construção do contexto histórico foram extraídos de fontes secundárias como jornais, revistas e teses, e as demais informações de relatórios da empresa e de agências publicados na internet. Principais Resultados: Constatação das melhores estratégias de internacionalização do produto audiovisual por meio da análise VRIO. Relevância / Originalidade: Este caso promove um debate sobre a internacionalização de produtos do audiovisual para uma empresa líder de segmento, que agora precisa formular novas estratégias para se internacionalizar na era do streaming. O dilema do caso diz respeito ao fato de a empresa seguir padronizando ou ter que adaptar suas produções. Contribuições Teóricas / Metodológicas: Uso da análise VRIO no contexto de análise da internacionalização do produto audiovisual brasileiro Contribuições Sociais / para a Gestão: O caso é recomendado para alunos da área de administração de empresas e negócios internacionais. Sua aplicação é sugerida para disciplinas de internacionalização de empresas, marketing internacional e inovação, que queiram tratar temas como estratégias internacionais, padronização ou adaptação de produtos internacionais e novos modelos de negócio por plataforma.Escola Superior de Propaganda e Marketing - ESPM2023-12-08info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://internext.espm.br/internext/article/view/74710.18568/internext.v19i1.747Internext - International Business and Management Review ; Vol. 19 No. 1 (2024): Janeiro - AbrilInternext; v. 19 n. 1 (2024): Janeiro - Abril1980-4865reponame:Internextinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporhttps://internext.espm.br/internext/article/view/747/503Copyright (c) 2023 Sophia Dias , Eduardo Russohttp://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessDias , SophiaRusso, Eduardo2024-02-09T16:38:06Zoai:ojs.emnuvens.com.br:article/747Revistahttps://internext.espm.br/internextPRIhttps://internext.espm.br/internext/oaiinternext@espm.br1980-48651980-4865opendoar:2024-02-09T16:38:06Internext - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv TEACHING CASE: THE INTERNATIONALIZATION OF THE BRAZILIAN SOAP-OPERAS IN THE STREAMING ERA: THE GLOBO CASE
CASO DE ENSINO: A INTERNACIONALIZAÇÃO DAS TELENOVELAS BRASILEIRAS NA ERA DO STREAMING: O CASO DO GRUPO GLOBO
title TEACHING CASE: THE INTERNATIONALIZATION OF THE BRAZILIAN SOAP-OPERAS IN THE STREAMING ERA: THE GLOBO CASE
spellingShingle TEACHING CASE: THE INTERNATIONALIZATION OF THE BRAZILIAN SOAP-OPERAS IN THE STREAMING ERA: THE GLOBO CASE
Dias , Sophia
Mercado Audiovisual
TV Globo
Estratégias de Padronização e Adaptação
Plataformas de streaming
Audiovisual Market
TV Globo
Strategies of Standardization and Adaptation
Streaming Platforms
title_short TEACHING CASE: THE INTERNATIONALIZATION OF THE BRAZILIAN SOAP-OPERAS IN THE STREAMING ERA: THE GLOBO CASE
title_full TEACHING CASE: THE INTERNATIONALIZATION OF THE BRAZILIAN SOAP-OPERAS IN THE STREAMING ERA: THE GLOBO CASE
title_fullStr TEACHING CASE: THE INTERNATIONALIZATION OF THE BRAZILIAN SOAP-OPERAS IN THE STREAMING ERA: THE GLOBO CASE
title_full_unstemmed TEACHING CASE: THE INTERNATIONALIZATION OF THE BRAZILIAN SOAP-OPERAS IN THE STREAMING ERA: THE GLOBO CASE
title_sort TEACHING CASE: THE INTERNATIONALIZATION OF THE BRAZILIAN SOAP-OPERAS IN THE STREAMING ERA: THE GLOBO CASE
author Dias , Sophia
author_facet Dias , Sophia
Russo, Eduardo
author_role author
author2 Russo, Eduardo
author2_role author
dc.contributor.author.fl_str_mv Dias , Sophia
Russo, Eduardo
dc.subject.por.fl_str_mv Mercado Audiovisual
TV Globo
Estratégias de Padronização e Adaptação
Plataformas de streaming
Audiovisual Market
TV Globo
Strategies of Standardization and Adaptation
Streaming Platforms
topic Mercado Audiovisual
TV Globo
Estratégias de Padronização e Adaptação
Plataformas de streaming
Audiovisual Market
TV Globo
Strategies of Standardization and Adaptation
Streaming Platforms
description Objective: This case study aimed to present the trajectory taken by TV Globo for alternatives to internationalize its audiovisual products, from the consolidation of the Globo Quality Standard of Soap-operas to the current dispute with Streaming Platforms. Method: The data for the construction of the historical context were extracted from newspapers, magazines and academic theses, and other information from company and agency reports published on the internet. Main Results: Use of VRIO analysis in the context of analyzing the internationalization of Brazilian audiovisual products. Relevance / Originality: This case promotes a debate on the internationalization of audiovisual products for a leading company in the segment that now needs to formulate new internationalization strategies in the Streaming era. The dilemma in this case concerns whether the company continues to standardize or must adapt its productions? Theoretical / Methodological Contributions: Use of VRIO analysis in the context of analyzing the internationalization of Brazilian audiovisual products. Social / Management Contributions: This Teaching Case is recommended for students in the field of business administration and international business. Its application is recommended for courses on business internationalization, international marketing and innovation, which want to address topics such as international strategies, standardization or adaptation of international products, and new business models by platform.
publishDate 2023
dc.date.none.fl_str_mv 2023-12-08
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://internext.espm.br/internext/article/view/747
10.18568/internext.v19i1.747
url https://internext.espm.br/internext/article/view/747
identifier_str_mv 10.18568/internext.v19i1.747
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://internext.espm.br/internext/article/view/747/503
dc.rights.driver.fl_str_mv Copyright (c) 2023 Sophia Dias , Eduardo Russo
http://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Sophia Dias , Eduardo Russo
http://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing - ESPM
publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing - ESPM
dc.source.none.fl_str_mv Internext - International Business and Management Review ; Vol. 19 No. 1 (2024): Janeiro - Abril
Internext; v. 19 n. 1 (2024): Janeiro - Abril
1980-4865
reponame:Internext
instname:Escola Superior de Propaganda e Marketing (ESPM)
instacron:ESPM
instname_str Escola Superior de Propaganda e Marketing (ESPM)
instacron_str ESPM
institution ESPM
reponame_str Internext
collection Internext
repository.name.fl_str_mv Internext - Escola Superior de Propaganda e Marketing (ESPM)
repository.mail.fl_str_mv internext@espm.br
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