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Evidence of a glocal marketing strategy: a case study in the Brazilian telecommunication market

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dc.contributor.authorDuarte, Paulo
dc.contributor.authorYamasaki, Viviane
dc.contributor.authorRocha, Thelma Valéria
dc.contributor.authorSilva, Susana
dc.date.accessioned2019-10-14T10:16:27Z
dc.date.available2019-10-14T10:16:27Z
dc.date.issued2019
dc.description.abstractThis 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationDuarte, 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.pt_PT
dc.identifier.doi10.1504/IJBEX.2019.102820pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.6/7253
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIndersciencept_PT
dc.relation.publisherversionhttps://www.inderscienceonline.com/doi/abs/10.1504/IJBEX.2019.102820pt_PT
dc.subjectTelecommunicationspt_PT
dc.subjectGlobalisationpt_PT
dc.subjectLocalisationpt_PT
dc.subjectGlocal strategypt_PT
dc.subjectSubsidiariespt_PT
dc.subjectMultinational enterprisespt_PT
dc.subjectMNEspt_PT
dc.subjectProduct adaptationpt_PT
dc.subjectTelefonicapt_PT
dc.subjectBrazilpt_PT
dc.subjectSouth Americapt_PT
dc.subjectMarket strategypt_PT
dc.subjectInternationalisationpt_PT
dc.titleEvidence of a glocal marketing strategy: a case study in the Brazilian telecommunication marketpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage380pt_PT
oaire.citation.issue3pt_PT
oaire.citation.startPage364pt_PT
oaire.citation.titleInternational Journal of Business Excellencept_PT
oaire.citation.volume19pt_PT
person.familyNameDuarte
person.familyNameSilva
person.givenNamePaulo
person.givenNameSusana C.
person.identifierE-2200-2014
person.identifier.ciencia-id6211-A867-20E2
person.identifier.ciencia-id5818-1A55-F727
person.identifier.orcid0000-0001-8449-5474
person.identifier.orcid0000-0001-7979-3944
person.identifier.ridB-3914-2011
person.identifier.ridE-2200-2014
person.identifier.scopus-author-id25824785800
person.identifier.scopus-author-id37076829400
rcaap.embargofctCopyright cedido à editora no momento da publicaçãopt_PT
rcaap.rightsclosedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication6e00def0-31fa-4341-be84-2b1e521fa2af
relation.isAuthorOfPublication0eff4035-19ed-43c9-9ec7-1c61219fdfd2
relation.isAuthorOfPublication.latestForDiscovery6e00def0-31fa-4341-be84-2b1e521fa2af

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