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Advisor(s)
Abstract(s)
This article is devoted to analyse and discuss the level of control and
autonomy that multinational enterprises (MNEs) should grant to their
subsidiaries. It analyse the impact of subsidiaries’ capacity to innovate and
develop new products and services to the Brazilian telecommunications market,
based on the case-study of Telefónica business, a subsidiary of Telefónica, a
Spanish multinational communication company. The Lasserre’s global
integration/local responsiveness framework was applied to the data obtained
from face-to-face in-depth structured interviews with key actors in Telefónica
business (TNB) to investigate the relationship between global integration
strategy and local adaptation in the Brazilian telecommunications market. The
results show that Telefónica uses a glocal approach since its subsidiary has the
autonomy to create and adapt its products when the headquarters recognise that
global decisions might not meet local demands. By showing that Telefónica has
successfully used a glocal approach on the Brazilian market, as its subsidiary
had the autonomy to create and adapt products when global company products
might not meet local demands, this study is useful for other multinational
companies when going to new markets.
Description
Keywords
Telecommunications Globalisation Localisation Glocal strategy Subsidiaries Multinational enterprises MNEs Product adaptation Telefonica Brazil South America Market strategy Internationalisation
Citation
Duarte, P., Yamasaki, V., Rocha, T. V., & Silva, S. C. e. (2019). Evidence of a Glocal Marketing strategy: A case study in the Brazilian Telecommunication Market. International Journal of Business Excellence, 19(3), 364-380.
Publisher
Inderscience