Alianças estratégicas internacionais: desempenho e estratégias de marketing

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Maria Cecilia Coutinho de Arruda
Marcelo Leme de Arruda


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.


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ARRUDA, M. C. C. de; ARRUDA, M. L. de. Alianças estratégicas internacionais: desempenho e estratégias de marketing. RAE - Revista de Administracao de Empresas , [S. l.], v. 38, n. 1, p. 27–37, 1998. Disponível em: Acesso em: 24 jun. 2024.
Administração mercadológica

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