NDLI: A dinâmica de relacionamentos nacionais e internacionais em processos de internacionalização: um estudo de caso de uma agência norte-americana de publicidade no mercado Brasileiro

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A dinâmica de relacionamentos nacionais e internacionais em processos de internacionalização: um estudo de caso de uma agência norte-americana de publicidade no mercado Brasileiro

Content Provider	Semantic Scholar
Author	Massote, Cynthia Gambogi Rezende, Sérgio Fernando Loureiro Versiani, Ângela França
Copyright Year	2010
Abstract	This article deals with internationalization processes from the standpoint of interorganizational relationships that are established, developed and broken off at the national and international levels between a firm and its clients. Specifically, the aim is to examine whether and how the dynamics of these relationships influence the selection and subsequent change of the entry mode in a particular foreign market. To do so, we have conducted a qualitative case study in a North American advertising agency that entered the Brazilian market in 1984. The results show that the internationalization of this agency is better explained by its interorganizational relationships with its clients. As the development of these relationships is embedded in multiple interdependent spatial contexts, the relationships with Brazilian clients affect and are affected by the relationships with international clients, which, in turn, promote international account alignment.
Starting Page	61
Ending Page	79
Page Count	19
File Format	PDF HTM / HTML
DOI	10.1590/S1415-65552010000100005
Alternate Webpage(s)	http://www.scielo.br/pdf/rac/v14n1/05.pdf
Alternate Webpage(s)	http://www.anpad.org.br/periodicos/arq_pdf/a_1010.pdf
Alternate Webpage(s)	https://doi.org/10.1590/S1415-65552010000100005
Volume Number	14
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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