Alianças estratégicas internacionais: desempenho e estratégias de marketing

Maria Cecilia Coutinho de Arruda and Marcelo Leme de Arruda

RAE - Revista de Administração de Empresas, 1998, vol. 38, issue 1

Abstract: Latin American manufacturing firms' international strategy and management of their alliances with foreign companies are analyzed with focus on: 1. implementing a successful international strategy; 2. understanding howLatin American firms manage their relationships with companies from foreign countries; 3. determining the success factors of these cross-national business alliances. This research project integrated a multi-country study sponsored by major universities in Canada, U.S., Brazil, Chile and Mexico, and firms from the three latter countries. The findings are presented in two articles: the first covered the creation and structure of strategical alliances, and this second the performance and international marketing strategies in partnerships.

Date: 1998
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