Alianças estratégicas internacionais: desempenho e estratégias de marketing

• Autor(a) principal: Arruda, Maria Cecilia Coutinho de
• Data de Publicação: 1998
• Outros Autores: Arruda, Marcelo Leme de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Administração de Empresas
• Texto Completo: https://periodicos.fgv.br/rae/article/view/37816
• topic: international strategy; international marketing; partnership; alliances; Latin America; estratégia internacional; marketing internacional; parceria; alianças; América Latina

Latin American manufacturing firms' international strategy and management of their alliances with foreign companies are analyzed with focus on: 1. implementing a successful international strategy; 2. understanding howLatin American firms manage their relationships with companies from foreign countries; 3. determining the success factors of these cross-national business alliances. This research project integrated a multi-country study sponsored by major universities in Canada, U.S., Brazil, Chile and Mexico, and firms from the three latter countries. The findings are presented in two articles: the first covered the creation and structure of strategical alliances, and this second the performance and international marketing strategies in partnerships.