Business Commons^™

Competitive Threats, Strategic Responses And Performance Of Brazilian B2b Firms, Syed H. Akhter, Paulo Fernando Pinto Barcellos

Marketing Faculty Research and Publications

Purpose – The economic realignment in Latin America has created two clusters, one stagnant in the north and the other growth-bound in the south. This study aims to focus on Brazil, the key player in the growth-bound southern cluster, and address three fundamental questions: how Brazilian executives in four B2B sectors (telecommunications, business equipment, steel, and transportation) viewed the internal competitive developments, how they strategically responded to these developments, and what were the marketing and financial outcomes of these strategies.

Design/methodology/approach – Data were obtained by interviewing top decision makers such as president, chief executive officer, and director of the …

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

Marketing Faculty Research and Publications

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 …