Adaptação vs. padronização: análise do caso de uma empresa americana no Brasil Outros Idiomas

ID:
3554
Resumo:
Este artigo analisa o dilema da adaptação versus padronização em marketing internacional em subsidiárias de empresas multinacionais. Isto evidencia a importância da Estratégia de Marketing Global (EMS) para o processo de inovação das firmas localizadas em economias emergentes como o Brasil. Desta forma, o objetivo desse trabalho consiste em verificar como o nível de autonomia concedido às subsidiárias estrangeiras influenciam no dilema da adaptação versus padronização e, consequentemente, na gestão do composto de marketing. Para tanto, a metodologia de pesquisa adotada caracteriza-se como qualitativa, através do uso de estudo de caso único, em uma empresa do setor de alimentos. Observa-se que, no caso, a marca da firma constitui-se em um importante atributo, definida em dois níveis: (i) subsidiária e (ii) matriz. Além disso, nota-se que a política da marca influencia diretamente na autonomia para inovação no âmbito das subsidiárias. Assim, conclui-se que este estudo mostra-se relevante para a compreensão do processo de adaptação local e padronização global no processo de marketing internacional.
Citação ABNT:
ROCHA, T. V.; SILVA, S. C. The adaptation vs. standardization dilemma: the case of an american company in Brazil. InternexT - Revista Eletrônica de Negócios Internacionais da ESPM, v. 6, n. 1, art. 4, p. 63-83, 2011.
Citação APA:
Rocha, T. V., & Silva, S. C. (2011). The adaptation vs. standardization dilemma: the case of an american company in Brazil. InternexT - Revista Eletrônica de Negócios Internacionais da ESPM, 6(1), 63-83.
Link Permanente:
http://www.spell.org.br/documentos/ver/3554/adaptacao-vs--padronizacao--analise-do-caso-de-uma-empresa-americana-no-brasil/i/pt-br
Tipo de documento:
Artigo
Idioma:
Inglês
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