INTERNATIONALIZATION OF A BRAZILIAN FIRM: A CASE STUDY

Abstract

This paper intends to make a contribution to the knowledge about the internationalization of Brazilian firms. It brings an in-depth case study performed with Marcopolo S.A., which is an organization working in an advanced stage of international operations. By using behavioral and economic trends in the theme-related literature, an attempt was made to investigate this firm’s internationalization process. Seeking market expansion, the firm started operating in external markets, which is where its growth strategy is focused today. The process was developed in an incremental way, with activities influenced by economic and cultural obstacles. Its international development benefited from technological control of products and processes, as well as from partnership with other firms. Research findings confirmed the behavioral approach presuppositions of the Uppsala Model. The Eclectic Paradigm also explained the direct investments made by the firm, leading to the conclusion that the two theoretical lines complement each other in the solution of the case.