The internationalization process of Totvs: a case study of the acquisition of Mexican Sipros and adhesions to the theories in the light of the model of Whitelock (2002)

• Main Author: Aldo José Brunhara
• Format: Article
• Language: English
• Published: Escola Superior de Propaganda e Marketing - ESPM 2013-08-01
• Series: Internext: Revista Eletrônica de Negócios Internacionais
• Subjects: teorias de internacionalização; modos de entrada; modelo de whitelock.
• Online Access: https://internext.espm.br/internext/article/view/158

This study aims to identify, using the model of Whitelock (2002), adherences of theories at internationalization process of Totvs – Brazil's largest enterprise management software organization – through a case study of the acquisition of a Mexican company called Sipros. The survey is a qualitative, from the case study protocol (YIN, 2005) with the planning of the questionnaire with open questions interviews conducted with the director of international business and the company general director in Mexico. This research results demonstrate that the model of Whitelock (2002), facilitates the understanding of adherence to the theories and confirm that the process of internationalization of Totvs is adherent to the concepts of the Uppsala School (JOHANSON; PAUL-WIDERSHEIM, 1975; CARLSON, 1975; JOHANSON; VAHLNE, 1977), with gradual growth of the entries in markets with psychic distance near the market in the country of origin, and to the eclectic paradigm theory – O-Ownership of Dunning (1980) that although the entry in Mexico followed previous experiences internationalization models of experience acquired gradually, the acquisition occurred by market interests, and sought to leap steps to enter into more relevant markets – the Marketing Seeking – to acquire the market know-how and property of complementary product to current portfolio of the organization investigated.