The adaptation versus standardization dilemma: the case of an American company in Brazil
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/10542 |
Resumo: | This study analyzes the adaptation versus standardization dilemma in International Marketing in subsidiaries of multinationals corporations. It highlights the importance of GMS – global marketing strategies – in the ability to innovate in subsidiaries in emerging economies, as Brazil. The objective is to find out how the level of autonomy displayed by subsidiaries influences the adaptation vs. standardization dilemma, and, consequently, the marketing-mix program. The methodology followed is qualitative research using a case-study approach in an American multinational from the food sector. In this case, we found out that firm's brands are very important to this firm's success overseas, which sustains that brand policies should be defined carefully at both levels: subsidiaries and headquarters. This brand policy influences direct the autonomy to innovate in marketing at subsidiaries level. This study is useful for managers at subsidiaries who need to understand the importance of global marketing strategies, and also for managers at headquarters who need to verify in which circumstances autonomy pays off. |
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The adaptation versus standardization dilemma: the case of an American company in BrazilInternational marketingSubsidiariesMarketing managementThis study analyzes the adaptation versus standardization dilemma in International Marketing in subsidiaries of multinationals corporations. It highlights the importance of GMS – global marketing strategies – in the ability to innovate in subsidiaries in emerging economies, as Brazil. The objective is to find out how the level of autonomy displayed by subsidiaries influences the adaptation vs. standardization dilemma, and, consequently, the marketing-mix program. The methodology followed is qualitative research using a case-study approach in an American multinational from the food sector. In this case, we found out that firm's brands are very important to this firm's success overseas, which sustains that brand policies should be defined carefully at both levels: subsidiaries and headquarters. This brand policy influences direct the autonomy to innovate in marketing at subsidiaries level. This study is useful for managers at subsidiaries who need to understand the importance of global marketing strategies, and also for managers at headquarters who need to verify in which circumstances autonomy pays off.ESPMVeritati - Repositório Institucional da Universidade Católica PortuguesaRocha, Thelma ValériaSilva, Susana Costa e2013-05-15T16:44:48Z20112011-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.14/10542engROCHA, Thelma Valéria; SILVA, Susana Costa - The adaptation versus standardization dilemma: the case of an American company in Brazil. Internext – Revista Eletrônica de Negócios Internacionais da ESPM. ISSN: 1980-4865. Vol. 6 N.º 1 (2011), p. 63-83info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:15:44Zoai:repositorio.ucp.pt:10400.14/10542Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:09:18.162606Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The adaptation versus standardization dilemma: the case of an American company in Brazil |
title |
The adaptation versus standardization dilemma: the case of an American company in Brazil |
spellingShingle |
The adaptation versus standardization dilemma: the case of an American company in Brazil Rocha, Thelma Valéria International marketing Subsidiaries Marketing management |
title_short |
The adaptation versus standardization dilemma: the case of an American company in Brazil |
title_full |
The adaptation versus standardization dilemma: the case of an American company in Brazil |
title_fullStr |
The adaptation versus standardization dilemma: the case of an American company in Brazil |
title_full_unstemmed |
The adaptation versus standardization dilemma: the case of an American company in Brazil |
title_sort |
The adaptation versus standardization dilemma: the case of an American company in Brazil |
author |
Rocha, Thelma Valéria |
author_facet |
Rocha, Thelma Valéria Silva, Susana Costa e |
author_role |
author |
author2 |
Silva, Susana Costa e |
author2_role |
author |
dc.contributor.none.fl_str_mv |
Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Rocha, Thelma Valéria Silva, Susana Costa e |
dc.subject.por.fl_str_mv |
International marketing Subsidiaries Marketing management |
topic |
International marketing Subsidiaries Marketing management |
description |
This study analyzes the adaptation versus standardization dilemma in International Marketing in subsidiaries of multinationals corporations. It highlights the importance of GMS – global marketing strategies – in the ability to innovate in subsidiaries in emerging economies, as Brazil. The objective is to find out how the level of autonomy displayed by subsidiaries influences the adaptation vs. standardization dilemma, and, consequently, the marketing-mix program. The methodology followed is qualitative research using a case-study approach in an American multinational from the food sector. In this case, we found out that firm's brands are very important to this firm's success overseas, which sustains that brand policies should be defined carefully at both levels: subsidiaries and headquarters. This brand policy influences direct the autonomy to innovate in marketing at subsidiaries level. This study is useful for managers at subsidiaries who need to understand the importance of global marketing strategies, and also for managers at headquarters who need to verify in which circumstances autonomy pays off. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011 2011-01-01T00:00:00Z 2013-05-15T16:44:48Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/10542 |
url |
http://hdl.handle.net/10400.14/10542 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
ROCHA, Thelma Valéria; SILVA, Susana Costa - The adaptation versus standardization dilemma: the case of an American company in Brazil. Internext – Revista Eletrônica de Negócios Internacionais da ESPM. ISSN: 1980-4865. Vol. 6 N.º 1 (2011), p. 63-83 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ESPM |
publisher.none.fl_str_mv |
ESPM |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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