Business Commons^™

Can Brazilian Firms Survive The Chinese Challenge: Effects Of Globalization On Markets, Strategies, And Performance, Syed H. Akhter, Paulo Fernando Pinto Barcellos

Syed H. Akhter

Purpose – The purpose of this paper is to apply the structure-conduct-performance theory and the strategic fit concept to examine the effects of globalization on markets, strategies, and performance of business-to-consumer firms in Brazil. Design/methodology/approach – The paper takes a qualitative approach to answer the research questions. Top decision makers such as president, chief executive officer, chairman of the board, vice president, and director of the companies were interviewed. The elite approach to in-depth interviewing was followed to obtain reliable information from the decision makers. Findings – Findings indicate that globalization and especially the entry of Chinese firms significantly changed …