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Case study
Publication date: 2 May 2017

Henrique Pacheco, Angela da Rocha and Jorge Ferreira da Silva

The case describes the efforts of a small Brazilian publishing house to export its products to foreign markets. In fact, after several years of losses, the firm has undergone…

Abstract

Synopsis

The case describes the efforts of a small Brazilian publishing house to export its products to foreign markets. In fact, after several years of losses, the firm has undergone substantial restructuring and hired a new CEO, reaching modest profitability. The challenge faced by the new management team includes, in addition to keeping the firm financially healthy, to develop an international orientation, to mobilize the resources, and to develop a new strategy to go international.

Research methodology

The case uses primary and secondary sources, including articles from business magazines and newspapers, company site, and data from Brazilian trade organizations, Brazilian federal government, International Trade Center, International Publishers Association, and an interview with the new CEO of the firm, in charge of developing its international activities. The use of different sources permitted triangulation.

Relevant courses and levels

The case is designed for use in undergraduate and graduate programs in courses related to international marketing, international business, entrepreneurship, and international entrepreneurship.

Theoretical bases

The case can be used to discuss the role of networks in the internationalization of the firm and the issue of distance to foreign markets (Ghemawat, 2001), using Ghemawats CAGE model. The case can also be utilized to examine barriers to the internationalization of smaller firms (Leonidou et al., 2007; Kahiya, 2013).

Article
Publication date: 3 October 2023

Luíza Neves Marques da Fonseca, Angela da Rocha and Jorge Brantes Ferreira

This paper aims to investigate the divestment behavior of emerging market multinationals from Latin America – multilatinas – by examining how their foreign market entry decision…

Abstract

Purpose

This paper aims to investigate the divestment behavior of emerging market multinationals from Latin America – multilatinas – by examining how their foreign market entry decision impacts the likelihood of subsidiary divestment.

Design/methodology/approach

The hypotheses are tested using Cox’s proportional hazard rate model in a longitudinal database of Brazilian multinational companies established in 43 countries.

Findings

Results indicate that these subsidiaries can thrive in environments that bear similarities to their home country, being less likely to divest in institutionally weak countries. Contrary to developed country multinationals, these firms benefit from foreign entry decisions that entail handling partnerships abroad; thus, wholly-owned greenfield (WOGF) investments have a higher likelihood of being divested.

Originality/value

To the best of the authors’ knowledge, this paper is the first to analyze foreign divestment from multilatinas, accounting for how entry mode strategy and host country institutions may impact these firms’ de-internationalization.

Details

European Business Review, vol. 36 no. 1
Type: Research Article
ISSN: 0955-534X

Keywords

Case study
Publication date: 16 August 2019

Vivian Peuker Steinhauser and Angela da Rocha

The case can be used to examine the resources and capabilities of small firms considering entering international markets. It can also be a vehicle for examining typical barriers…

Abstract

Theoretical basis

The case can be used to examine the resources and capabilities of small firms considering entering international markets. It can also be a vehicle for examining typical barriers that such companies may face and must overcome when expanding abroad: liabilities of smallness, liabilities of foreignness, liabilities of emergingness and liabilities of outsidership.

Research methodology

The case is based on several interviews with both entrepreneurs over a one-year period and on secondary information from reports and documents.

Case overview/synopsis

This teaching case presents the trajectory of a Brazilian services company operating in the corporate events planning industry. The case explores the potential for the company’s international expansion, and the vision and engagement of the entrepreneurs, despite several barriers the company needs to overcome.

Complexity academic level

The case can be used in Entrepreneurship and International Marketing courses, both at graduate and undergraduate levels. It can also be used in training seminars for executives of tourism and events planning companies, and for employees of export promotion agencies.

Details

The CASE Journal, vol. 15 no. 4
Type: Case Study
ISSN: 1544-9106

Keywords

Article
Publication date: 17 October 2019

Clarice Secches Kogut, Renato Dourado Cotta de Mello and Angela da Rocha

Starting from the knowledge-based view as a theoretical perspective, this study aims to examine how an emerging market multinational enterprise (EMMNE) engages in reverse…

Abstract

Purpose

Starting from the knowledge-based view as a theoretical perspective, this study aims to examine how an emerging market multinational enterprise (EMMNE) engages in reverse knowledge transfer (RKT) processes and how such processes are managed by headquarters. Therefore, this paper captures the perspective of top management concerning RKT and the processes used to create, transfer and integrate knowledge.

Design/methodology/approach

The study uses a longitudinal design based on the case method of investigation. The case selected for the study was a Brazilian company theoretically sampled for being a domestically, regionally and globally important, information-rich company that operates in an industry in which technology plays a crucial role. The company was also selected for having had asset-seeking motives in at least some of its foreign market entries and for having successfully absorbed foreign-acquired capabilities.

Findings

The study provides counterfactual evidence to the springboard perspective, considering timing and speed of the internationalization and catch-up processes and the size of acquisitions. The study also highlights differences to other emerging market multinational enterprises, concerning the internationalization trajectory and catch-up moves, and to traditional MNEs, regarding RKT challenges and practices.

Research limitations/implications

The main limitations of the study relate to the case study method, which does not allow for statistical generalization, although it does support analytical generalization.

Originality/value

The study contributes to the literature by shedding light on the process by which a Latin American multinational firm developed technological capabilities to compete globally, focusing on the symbiotic, self-nurturing relationship between internationalization processes and technology acquisition and integration processes. Moreover, the work provides novel theoretical insights regarding timing, location, size and execution of the RKT activities. Finally, the paper contributes to the understanding of the relational aspects of the RKT process by focusing on building human relationships as the major force behind knowledge integration and examining the resistance of the acquired companies from developed markets to adopt the parent company’s best practices, or to contribute to its integrated knowledge, when the parent company is an EMMNE.

Details

Multinational Business Review, vol. 28 no. 2
Type: Research Article
ISSN: 1525-383X

Keywords

Abstract

Subject area

International business or International marketing.

Study level/applicability

The case is recommended for undergraduate and graduate courses in the fields of international business and international marketing. The aim is to show students the problems that a family business in the animation industry faces while growing and internationalizing. Specifically, the case discusses the entry mode selection and market selection challenges faced by an emerging market company in the comic book and animation industry to operate overseas and compete with entertainment giants such as Disney and DC Comics. The case enables the instructor to discuss international market selection theories and evaluate entry modes. For graduate students, the international market selection can be further developed by using more robust concepts such as psychic and cultural distance.

Case overview

This case examines the trajectory of a pioneering company in the comic book and animation industries, and in the licensing of trademarks in Brazil. Mauricio de Sousa Productions was founded in 1959 and is considered to be one of the most successful cultural producers in the country. According to a leading Brazilian public opinion research agency, 97 per cent of Brazilian children and 96 per cent of their parents are familiar with the Monica and Friends characters. As one of the main players in the publishing market, with 86 per cent of market share, Mauricio de Sousa Productions has a product portfolio that goes beyond Monica and Friends comic strips: the company’s show on the Cartoon Network ranks third in audience viewing in the country and the company has produced animated movies, books, shows and games. However, despite its experience in publishing comic books in several countries, Mauricio de Sousa Productions (MSP)’s worldwide operations have not been as profitable and sustainable as expected. Aiming at expanding its global presence, MSP’s top management decided in 2014 to review the company’s internationalization strategy and operations to enhance the firm’s performance.

Expected learning outcomes

The case highlights the key factors facing firms when expanding from an emerging markets. Students are expected to discuss and evaluate options, thus developing their knowledge and decision processes related to family-owned business challenges and opportunities, international market selection theories and international market entry mode. Developing strategies to face challenges as those presented by competitors such as Disney should bring opportunities to students to think outside models and weigh risks. Finally, the case gives students opportunity to base their decision processes and evaluations on logistics problems as well as psychic and cultural distances. It also compels the students to appreciate the various challenges involved in exploiting international market with animation content and intellectual properties as a service.

Supplementary materials

Company presentation to use in the discussion introduction can be found in: www.monicaandfriends.com/content/video.php

Subject code

CSS 5: International business.

Details

Emerald Emerging Markets Case Studies, vol. 7 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Open Access
Article
Publication date: 21 August 2024

Angela Da Rocha, Luiza Neves da Fonseca and Clarice Secches Kogut

This study investigates how the extant literature approached the issue of small firms’ international market entry enabled by digital platforms.

Abstract

Purpose

This study investigates how the extant literature approached the issue of small firms’ international market entry enabled by digital platforms.

Design/methodology/approach

The paper presents a systematic literature review of the internationalization of small firms using digital platforms. It includes only empirical papers from Scopus and Web of Science databases, covering 2016 to mid-2023.

Findings

The study provides both (1) a descriptive analysis of the selected papers, encompassing their temporal and spatial distribution, methods, theoretical perspectives and the type of platform examined and (2) a qualitative analysis of the articles’ content in a narrative review structure, culminating in an integrated framework of key findings and suggested research questions on the role of digital platforms in small firm internationalization.

Originality/value

There is still a very limited number of studies addressing the phenomenon, with several scholars recently calling for further research. This paper compiles, synthesizes, analyzes and integrates the empirical literature on SME internationalization enabled by digital platforms, offering possible future avenues to advance research.

Details

International Marketing Review, vol. 41 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 May 1990

Angela da Rocha, Carl H. Christensen and Carlos Eduardo da Cunha

The firm and chief executive officer correlates of aggressiveexport behaviour were examined in a random sample of 45 Brazilianwood‐furniture manufacturers. Because of the…

Abstract

The firm and chief executive officer correlates of aggressive export behaviour were examined in a random sample of 45 Brazilian wood‐furniture manufacturers. Because of the importance of earning foreign exchange to make payments on international loans, the Brazilian government has made major efforts to stimulate firms to export. This study examines whether the characteristics of aggressive exporters under such stimulation are different from those found in other environments. The results indicate that governmental intervention does not materially affect the characteristics of aggressive exporters and that the aggressive‐passive dichotomous model is, with a few exceptions, valid under export stimulation programmes in Brazil. However, it was not possible to affirm that aggressiveness was correlated with firm export performance.

Details

International Marketing Review, vol. 7 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 25 September 2023

Tania Barboza and Angela Da Rocha

This study aims to investigate whether firms involved in a major corruption scandal, with broad ramifications across several emerging and advanced markets, design the content of…

Abstract

Purpose

This study aims to investigate whether firms involved in a major corruption scandal, with broad ramifications across several emerging and advanced markets, design the content of their corporate codes of conduct to either improve corporate ethical standards and practices or merely manipulate the impression of stakeholders.

Design/methodology/approach

This study adopts an impression management perspective. It uses content analysis techniques to examine the codes of conduct adopted by seven Brazilian engineering and construction multinationals accused of corruption. The analysis covered five major themes: (1) forms of corruption, (2) values or principles, (3) interested parties, (4) procedures and routines and (5) punitive action.

Findings

The study provides detailed evidence that the codes of conduct adopted by these firms are mere artifices that aimed at meeting legal requirements but do not target the relevant corporate audience involved in grand corruption. At best, such a code may impede petty and bureaucratic corruption.

Originality/value

This research contributes to improving the understanding of how Latin American multinationals adopted codes of conduct after a major scandal and how they failed—at least to some extent—to design codes complying with established corporate governance principles. It shows that management manipulated the impression of stakeholders by selectively adopting or omitting certain terms, examining or concealing various issues and addressing mainly petty crimes rather than grand corruption. It also identifies areas where Western ethical values conflict with established practices and cultural norms in Latin America.

Details

Accounting, Auditing & Accountability Journal, vol. 37 no. 4
Type: Research Article
ISSN: 0951-3574

Keywords

Book part
Publication date: 14 October 2015

Vitor Corado Simões, Angela Da Rocha, Renato Cotta De Mello and Jorge Carneiro

The purpose of this chapter is to introduce an emergent type of INV (international new venture) – designated as “borderless firm” – present some recent cases and speculate about…

Abstract

Purpose

The purpose of this chapter is to introduce an emergent type of INV (international new venture) – designated as “borderless firm” – present some recent cases and speculate about its future occurrence.

Methodology/approach

A search of the literature identified 25 cases that fitted, to a greater or lesser extent, the conceptual definition of a borderless firm presented in the chapter. We also found three teaching cases whose focus-firms fitted our definition.

Findings

The three firms present a combination of intentional design with fortuitous experimentation and intensively exploited relationships. They fulfill the key features of our definition.

Research limitations/implications

This study is still embryonic and was driven by the authors’ conceptual thinking, based on their intuition about a new type of firm. Detailed data came from only three cases, but 25 other cases were identified, which did, to some extent, fit the definition of a borderless firm and, as such, could be studied with this focus in order to provide further evidence and to refine the conceptual definition and our understanding of the empirical manifestation of this type of firm.

Originality/value

We shed light on an interesting – and probably bound to occur more frequently in the future – type of firm with distinctive characteristics: a managerial mindset that does not feel constrained by geographical frontiers; a high geographical dispersion of value-added activities (beyond the sales and distribution activities that characterize most of the literature on Born Globals and INVs); and a multi-country pool of founders/managers and internationally dispersed staff.

Article
Publication date: 1 January 2002

Angela da Rocha and Luis Antonio Dib

Investigates the entry of Wal‐Mart in Brazil, and subsequent moves of established retailers and new entrants with data taken from secondary sources and interviews with executives…

10652

Abstract

Investigates the entry of Wal‐Mart in Brazil, and subsequent moves of established retailers and new entrants with data taken from secondary sources and interviews with executives. First, internationalization of Wal‐Mart and its entry are discussed, which caused an impact on Brazilian retailing by accelerating the concentration, automation and modernization of the industry. Competitive reactions were classified in four categories: neutralizing competitors actions, establishing competitive advantage, redefining markets, and changing ownership. It is argued that Wal‐Mart’s experience in Brazil could be an interesting source of learning for foreign retailers desirous of entering the Brazilian market as well as for local companies that need to remain competitive to survive.

Details

International Journal of Retail & Distribution Management, vol. 30 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

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