The dynamics of national and international relationships in internationalisation processes: a case study of an north-american advertising agency in the Brazilian market
Main Article Content
Abstract
This article deals with internationalization processes from the standpoint of interorganizational relationships that are established, developed and broken off at the national and international levels between a firm and its clients. Specifically, the aim is to examine whether and how the dynamics of these relationships influence the selection and subsequent change of the entry mode in a particular foreign market. To do so, we have conducted a qualitative case study in a North American advertising agency that entered the Brazilian market in 1984. The results show that the internationalization of this agency is better explained by its interorganizational relationships with its clients. As the development of these relationships is embedded in multiple interdependent spatial contexts, the relationships with Brazilian clients affect and are affected by the relationships with international clients, which, in turn, promote international account alignment.
Downloads
Download data is not yet available.
Download data is not yet available.
Article Details
How to Cite
Massote, C. G., Rezende, S. F. L., & Versiani, Ângela F. (1). The dynamics of national and international relationships in internationalisation processes: a case study of an north-american advertising agency in the Brazilian market. Journal of Contemporary Administration, 14(1), 61-79. https://doi.org/10.1590/S1415-65552010000100005
Section
Articles
Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.
After article acceptance, the authors must sign a Term of Authorization for Publication, which is sent to the authors by e-mail for electronic signature before publication.