Estratégias de internacionalização e de inovação como diferenciais para a expansão de uma empresa multinacional

Abstract

The purpose of this study was to discuss how the innovation and internationalization strategies adopted by a multinational group have impacted its corporate growth process. The historical and geographical contexts were also considered and influenced that process. The strategies used for the introduction of the firm in the Brazilian market were also approached. . For carrying out the study, the starting point was a theoretical review of the growth, innovation and internationalization of firms. As far as the study empirical approach was concerned, it was considered the Geberit Group acting on the sanitary technology market, with the objective of analyzing the impact of the various strategies adopted by the firm in its expansion process. From the analysis of the firm evolution process, it was observed that the group growth happened through diversification strategies (CHANDLER, 1990), applying the use of offensive innovation strategies (FREEMAN e SOETE, 1999). As far as growth through internationalization was concerned, it happened after consolidation in the original market (CHESNAIS, 1996), taking into account the internal organizational complexity needed to adjust the firm to the different markets (HAGEDOORN, 1994).