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The purpose of this chapter is to offer instructors and students a real managerial dilemma faced by a large Brazilian company in the cosmetics industry as it ventures into the European arena after successful expansion in Latin America.

This is a teaching case for use in class discussion about the advantages and disadvantages of certain courses of internationalization, in particular, standardization versus adaptation of the marketing mix, the choice of entry and operation modes, and the management of international acquisitions.

Since this is a teaching case, there are no “findings” in the usual sense of the word related to traditional empirical studies.

Data for the case came mainly from the manifested perspectives of the company’s Vice-president of International Operations, complemented by the opinions of the company’s Senior Manager of Strategic Planning and of a business analyst of the cosmetic industry, which has been following the company for years. Such data may reflect the particular views of these actors. The authors also used public secondary data from the company’s presentations to the public, consulting companies, and business magazines. Although these accounts may be partial, this is not a severe limitation since a teaching case is expected to provide some information, but not a full set of information, in order to reflect better the real context of managerial decisions.

This teaching case study can help students reflect upon a real managerial dilemma related to international expansion of a firm into psychically distant markets.

This teaching case discusses how an emerging market firm can challenge strong incumbents in developed markets and find a viable positioning, based on a distinctive sales model and value proposition for customers.

Through a systematic review of the literature, this study analyzes the empirical literature on the adoption of environmental sustainability strategies in order to identify (i) the main conceptual aspects by which environmental sustainability strategies can be conceived of, (ii) the main determinants of the adoption of such strategies, (iii) the expected impacts on the company’s international performance, as well as (iv) the mechanisms that mediate the effect of environmental sustainability strategies on international performance. This study thereby offers propositions about the relationships between environmental sustainability strategies, their determinants (both in relation to the institutional environment and to the company’s domain), and their performance implications.

The effects of economic liberalization have been subject to academic and political discussion for many decades. The trade war between the United States and China brought new perspectives to this debate and raised the question: do fewer trade barriers and more economic freedom lead to better functioning societies? Following the perspective of the transaction cost theory, we argue that more economic freedom reduces non-productive expenses and allows private companies to improve the allocation of resources. It also allows more competition among companies, which facilitates access to funding. In this research, we use data of 1,248 publicly traded companies in the seven largest Latin American countries to analyze the effect OF increasing economic freedom on administrative expenses and financial. Our results indicate that, on average, increasing economic freedom allows the reduction of transaction costs and facilitates financial leverage for companies.

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.

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.

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

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.

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.

This study sheds light on the complex relationship between international diversification and firm performance and explores whether future performance expectations seem to drive managerial decisions related to internationalization issues.

We conducted in-depth investigation of five firms. This qualitative approach is allegedly better equipped to uncover the peculiarities of specific internationalization decisions by individual companies and the performance consequences derived from modifications in the degree of international diversification, which might go unnoticed in large-sample statistical analyses.

In line with Hennart’s (2007, 2011) and Verbeke and Brugman’s (2009) theoretical arguments, our findings indicate that no universal relationship should be expected between international diversification and firm performance. Rather, the performance consequences of internationalization-related decisions depend on the particular combinations of a firm’s characteristics and environment contingencies. Given managerial discretion, internationalization decisions would not be randomly made, but rather would be endogenous, and, as such, the relationship between multinationality and performance can only be understood if one takes a contingent approach. Additionally, internationalization decisions seem to be taken within a context of uncertainty regarding the future, which suggests that managers seem to approach internationalization with a long-term perspective and may in fact be “buying real options.”

This study examined only five cases and they all relate to a particular type of firm: all are headquartered in a large emerging market with good domestic growth prospects, and each either is the leader or stands among the largest in its industry in the domestic market. While this relative homogeneity in the selection of the cases minimizes confounding factors, it suggests that findings may be specific to this particular (firm and market) context.

Managers should be aware that decisions that modify the international configuration of a firm might have distinct implications across different firms, given the particular (firm, industry, and environment) contingencies. Therefore, no universal normative orientation should be expected between international diversification and performance.

Although it is often implicitly assumed that managers make (informed) decisions with the objective of improving their firms’ (long-run) performance, there has been little discussion as to whether managers have detailed information about the expected performance implications arising from decisions that change the degree of international diversification of their firm and whether such decisions are driven by expected performance outcomes.