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Article
Publication date: 10 August 2018

Alvaro Cuervo-Cazurra, Jorge Carneiro, Diego Finchelstein, Patricio Duran, Maria Alejandra Gonzalez-Perez, Miguel A. Montoya, Armando Borda Reyes, Maria Tereza Leme Fleury and William Newburry

This paper aims to analyze how emerging market firms upgrade their capabilities by focusing on “uncommoditizing strategies” that enable them to achieve levels of…

Abstract

Purpose

This paper aims to analyze how emerging market firms upgrade their capabilities by focusing on “uncommoditizing strategies” that enable them to achieve levels of international competitiveness beyond the comparative advantages of their home countries and serve markets with premium pricing, quality and reputation of products.

Design/methodology/approach

In this paper, the authors studied 18 Latin American companies across six countries. Latin America represents an ideal setting because many of these countries have traditionally developed using natural resource endowments, and their firms have tended to rely on these in their internationalization. To facilitate the analysis of each case and the comparisons across cases, the authors used the same analytical framework for the companies, identifying the sources of differentiation and cost efficiency strategies that enabled these firms to upgrade their capabilities and compete on the basis of premium pricing, quality and reputation.

Findings

The analysis identified a general framework that represents an abstraction of the actions taken by these companies over time. The proposed model consists of three main elements used to pursue uncommoditizing strategies: tropicalized innovation, global efficiency and coordinated control.

Originality/value

Recent research on emerging market firms has shown interest in how these firms upgrade their capabilities. This paper contributes to this stream of research by providing an overarching framework that not only bridged previous narrower studies but also explained how firms can develop uncommoditizing strategies to upgrade their capabilities. Further, this paper helps managers by providing a comprehensive yet succinct overview of the main strategies that they can use to help their firms to achieve international competitiveness.

Details

Multinational Business Review, vol. 27 no. 2
Type: Research Article
ISSN: 1525-383X

Keywords

Book part
Publication date: 11 November 2014

Afonso Fleury and Maria Tereza Leme Fleury

This paper questions currently accepted arguments about the impacts of pro-market reforms in the internalization of emerging country firms, through an in-depth analysis of…

Abstract

Purpose

This paper questions currently accepted arguments about the impacts of pro-market reforms in the internalization of emerging country firms, through an in-depth analysis of the Brazilian case, thus revealing new dimensions to add to the extant literature.

Design/methodology/approach

Historical analysis is the central mode of investigation leading to a commitment of offering historically grounded explanation for pro-market reform impacts in the Brazilian industry.

Findings

Outcomes reveal that the impacts of pro-market reforms depend on (a) the purpose of their adoption, (b) the compatibility with the features of the local institutional context, and (c) the relative bargaining power of local firms vis-à-vis foreign multinationals.

Research limitations

The research is based on the Brazilian experience only which is indicative of what may have happened in other Latin American countries; however, the analytical approach may be extended to the study of other emerging countries.

Practical and social implications

By having a systemic perspective encompassing the different actors and the interdependence among themselves, it allows for an enhanced view of the factors which led to the adoption of pro-market reforms and the forces which acted for its configuration, thus helping policy-makers to better approach industrial policy-making.

Originality

A longitudinal perspective within a historical analysis is adopted, focusing on the interplay of macro-level and firm-level factors, resulting in a better understanding of the reasons which led to the adoption of pro-market reforms, the resistance to its implementation and its real outcomes.

Details

Emerging Market Firms in the Global Economy
Type: Book
ISBN: 978-1-78441-066-7

Keywords

Book part
Publication date: 24 June 2015

Afonso Fleury, Yongjiang Shi, Maria Tereza Leme Fleury, Silas Ferreira, Jose Henrique Cordeiro and Xingkun Liang

Despite the seminal works of authors like Bartlett, Ghoshal, Nohria, Doz, Williamson, among others, because they focused on mature multinationals, newcomers in…

Abstract

Despite the seminal works of authors like Bartlett, Ghoshal, Nohria, Doz, Williamson, among others, because they focused on mature multinationals, newcomers in international markets find scarce information about the design and implementation of international operations networks. In this paper we analyze the internationalization process of Brazilian and Chinese firms to understand the evolution of their networks, a process influenced by factors inexistent in studies about developed country multinationals, namely global production networks (GPNs) and country-of-origin effects. The key characteristics of their international operations networks seem to be well described by a stage-based approach where emerging country multinationals start as local optimizers and then evolve by taking different strategic positions within the GPN to which they are connected. That upgrading is possible when the implementation of the international operations network reaches a certain level of maturity.

Details

Emerging Economies and Multinational Enterprises
Type: Book
ISBN: 978-1-78441-740-6

Keywords

Article
Publication date: 1 May 1999

Maria Tereza Leme Fleury

Despite the extremely diversified cultural context in which Brazilian enterprises operate, the issue of cultural diversity is new in their agenda. The emergence of this…

7601

Abstract

Despite the extremely diversified cultural context in which Brazilian enterprises operate, the issue of cultural diversity is new in their agenda. The emergence of this theme is much more related to the need of creating competitive advantages by developing diversified competences, usually following policies which are established by the headquarters of local subsidiaries, than attending to legal procedures, as happens in the USA and Canada. Departing from a conceptual elaboration about cultural diversity and its management, this paper presents the results achieved in a research among leading Brazilian firms. The points that emerge as conclusions can be generalized for other countries.

Details

Industrial Management & Data Systems, vol. 99 no. 3
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 18 January 2011

Felipe Mendes Borini and Maria Tereza Leme Fleury

The purpose of this paper is to discover whether factors responsible for the existence of non‐local competences in emerging multinationals are different from those of…

2793

Abstract

Purpose

The purpose of this paper is to discover whether factors responsible for the existence of non‐local competences in emerging multinationals are different from those of traditional multinationals.

Design/methodology/approach

Survey of 66 subsidiaries of Brazilian multinationals (BrMNes). This represents 70 percent of the 93 subsidiaries originally sampled.

Findings

The factors responsible for the development of non‐local competences in BrMNes are: the relationship between subsidiaries and business networks, the initiatives of subsidiaries and the support of the entrepreneurial orientation of subsidiaries by the headquarters.

Research limitations/implications

Even though emerging multinationals require more resources developed abroad and although some studies revealed that different management models had been adopted during the internationalization process, the factors required to develop non‐local competences in BrMNes are very similar to those required by traditional multinationals.

Practical implications

Subsidiary innovation in partnership with the business network in the foreign country is essential to develop non‐local competences.

Originality/value

The paper supports the results of studies of traditional multinationals and demonstrates that despite the differences of Brazilian multinationals the factors required to develop non‐local competences are very similar. This is an interesting result to consolidate knowledge about global competitive advantages in multinationals: the management model to develop non‐local competences seems to be the same, in order of importance, regardless of multinational origin.

Details

European Business Review, vol. 23 no. 1
Type: Research Article
ISSN: 0955-534X

Keywords

Content available
Book part
Publication date: 24 June 2015

Abstract

Details

Emerging Economies and Multinational Enterprises
Type: Book
ISBN: 978-1-78441-740-6

Content available
Book part
Publication date: 11 November 2014

Abstract

Details

Emerging Market Firms in the Global Economy
Type: Book
ISBN: 978-1-78441-066-7

Content available
Article
Publication date: 18 January 2011

Mohamed Amal

1382

Abstract

Details

European Business Review, vol. 23 no. 1
Type: Research Article
ISSN: 0955-534X

Book part
Publication date: 27 January 2022

Cyntia Vilasboas Calixto Casnici, Larissa Marchiori Pacheco, Pablo Leão and Ana Júlia Dias Santiago

This chapter provides an overview of how, from a multi-stakeholder approach, Brazil can recover, fight against climate change and build an inclusive and sustainable future…

Abstract

This chapter provides an overview of how, from a multi-stakeholder approach, Brazil can recover, fight against climate change and build an inclusive and sustainable future for itself. The interdependencies of the climate change action and current COVID-19 pandemic are discussed through extensive secondary data research to provide an updated context on Brazilian initiatives or the lack thereof. Through a multi-stakeholder methodological approach, the response and recovery actions of Brazil's government are assessed and future scenarios are developed for the country.

Details

Regenerative and Sustainable Futures for Latin America and the Caribbean
Type: Book
ISBN: 978-1-80117-864-8

Keywords

Book part
Publication date: 24 June 2015

Abstract

Details

Emerging Economies and Multinational Enterprises
Type: Book
ISBN: 978-1-78441-740-6

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