THE INTERNATIONAL SUCCESS OF MARCOPOLO: A RESOURCE-BASED VIEW

Abstract

Increasing exports of products with the greatest value added is a challenge for Brazilian companies. The business expansion in the international market is limited by a number of external and internal factors. This article attempts to understand, from concepts that are associated with the resource-based theory, the factors behind the success of Marcopolo in the international market. Research findings indicate that significant investments in new projects are the starting point for the process of accumulation of resources and capabilities. It is verified that the specific resources to operate abroad are created sequentially to those accumulated for the internal market. In a specific way, the success sources that stand out are the capacity to assemble buses in several countries from centralized production of parts and components, the knowledge on international market and the capacity to provide a quick answer to the demand based on low stocks.