Intersections between marketing capabilities, strategic orientation, and the degree of internationalization in Brazilian multinational companies
DOI:
https://doi.org/10.18568/internext.v19i3.764Keywords:
Strategy, International business, Marketing capabilities, Emerging markets multinationalsAbstract
This study was designed to verify if the domain of certain marketing capabilities and the predominant strategic orientation influences Brazilian multinational companies' internationalization degree. After analyzing 69 Brazilian MNCs, we identified four MNCs that belong to the B2C (business-to-consumer) market, since they sell directly to consumers and have marketing activities targeted to the final consumer. The MNCs are: Alpargatas S.A., Arezzo&Co, Cia. Hering, and Natura &Co Holding S.A. Data were collected by desk research by analyzing companies’ public documents and reports. Subsequently, we conducted content analysis to synthesize the main findings. Through analysis, it was found that marketing capabilities act as a driver in the creation of strategies to improve performance in the domestic and foreign markets.
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Copyright (c) 2024 Cristina Anita Cassol, Flavia Luciane Scherer, Soraya de Souza Soares, Ivanete Schneider Hahn
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