THE ADAPTATION VS. STANDARDIZATION DILEMMA: THE CASE OF AN AMERICAN COMPANY IN BRAZIL

Autores

  • Thelma Valéria Rocha ESPM
  • Susana Costa Silva Universidade Católica Portuguesa

DOI:

https://doi.org/10.18568/1980-4865.6163-83

Palavras-chave:

Marketing internacional. Subsidiárias. Estratégias de marketing.Marketing Internacional. Subsidiárias. Estratégia de Marketing

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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Biografia do Autor

Thelma Valéria Rocha, ESPM

Professora do Mestrado em Gestão Internacional - PMGI

Susana Costa Silva, Universidade Católica Portuguesa

Professora do Departamento de Marketing da Faculdade de Economia e Gestão na Universidade Católica Portuguesa

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Publicado

2012-01-30

Como Citar

Rocha, T. V., & Silva, S. C. (2012). THE ADAPTATION VS. STANDARDIZATION DILEMMA: THE CASE OF AN AMERICAN COMPANY IN BRAZIL. Internext, 6(1), 63–83. https://doi.org/10.18568/1980-4865.6163-83

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