Revista Eletrônica de Negócios Internacionais (Internext) E-ISSN: 1980-4865
[email protected] Escola Superior de Propaganda e Marketing Brasil Rocha, Thelma Valéria; Costa e Silva, Susana THE ADAPTATION VS. STANDARDIZATION DILEMMA: THE CASE OF AN AMERICAN COMPANY IN BRAZIL Revista Eletrônica de Negócios Internacionais (Internext), vol. 6, núm. 1, enero-junio, 2011, pp. 63-83 Escola Superior de Propaganda e Marketing São Paulo, Brasil Available in: http://www.redalyc.org/articulo.oa?id=557557874005 How to cite Complete issue Scientific Information System More information about this article Network of Scientific Journals from Latin America, the Caribbean, Spain and Portugal Journal's homepage in redalyc.org Non-profit academic project, developed under the open access initiative Internext – Revista Eletrônica de Negócios Internacionais da ESPM 63 v.6, n.1, p.63-83, jan./jun. 2011 – ISSN 1890-4865 THE ADAPTATION VS. STANDARDIZATION DILEMMA: THE CASE OF AN AMERICAN COMPANY IN BRAZIL Thelma Valéria Rocha i Susana Costa e Silva ii ABSTRACT This study analyzes the adaptation versus standardization dilemma in International Marketing in subsidiaries of multinationals corporations. It highlights the importance of GMS – global marketing strategies – in the ability to innovate in subsidiaries in emerging economies, as Brazil. The objective is to find out how the level of autonomy displayed by subsidiaries influences the adaptation vs. standardization dilemma, and, consequently, the marketing-mix program. The methodology followed is qualitative research using a case-study approach in an American multinational from the food sector. In this case, we found out that firm's brands are very important to this firm's success overseas, which sustains that brand policies should be defined carefully at both levels: subsidiaries and headquarters.