The adaptation versus standardization dilemma: the case of an American company in Brazil

Detalhes bibliográficos
Autor(a) principal: Rocha, Thelma Valéria
Data de Publicação: 2011
Outros Autores: Silva, Susana Costa e
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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spelling 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
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/10542
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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
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