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

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

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...

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Bibliographic Details
Main Authors: Thelma Valéria Rocha, Susana Costa e Silva
Format: Article
Language:English
Published: Escola Superior de Propaganda e Marketing - ESPM 2011-01-01
Series:Internext: Revista Eletrônica de Negócios Internacionais
Subjects:
International marketing
Subsidiaries
Marketing management
Online Access:http://internext.espm.br/index.php/internext/article/view/135/133

Internet

http://internext.espm.br/index.php/internext/article/view/135/133

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