Internationalization and influencing factors for products customization decision: case study in autoparts industry company. / Internacionalização e fatores de influência na decisão sobre customização de produtos: estudo de caso em empresa do setor de autopeças

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

The study concerning products customization decision in the international markets is important for companies that have taken a decision to open an overseas subsidiary, either acquisition of a company or through its own Greenfield investments. Whatever decision follows, the result comes up with high degree of internationalization, as long as company has been liable to high costs and international hazards. At that context, the company has been needed to decide which products may be customized and which products may be standardized at a target-market. Thus, the central purpose of this dissertation is to identify, at internationalized company marketing function, the influencing factors that have been associated with decisions about products customization towards a particular overseas country. At first, literature was reviewed so that information had had gathered about internationalization, international marketing, international marketing strategies, marketing expertsdecisions, products mix decisions, products customization decisions, customization decision factors among others. Therefore, to reach at central purpose, a qualitative and exploratory case study was performed at auto-parts German company that deals in business to business customers. Amongst the main results from that research, it was reached a model of importance where it was numbered seven influencing factors with regard to products customization decisions: 1. marketing positioning; 2. strategic customers importance; 3. product life cycle development; 4. lawful requirements; 5. natural environment; 6. infrastructure and compatibility; 7. strategic suppliers importance. It has been noticed from research that influencing factors have been a relationship each other. The first two ones were considered very outstanding influencing factors for researched auto-parts company. It will reach success at new markets if the two ones are considered for products customization decisions because that research has found evidences about tendency in automotive industry for developing few motors model into global market. That tendency has suggested few auto-parts suppliers for local developing solutions for global customers. Other distinct result has noticed from this research suggests a possible relationship between subsidiary autonomy decisions and marketing positioning factor while executives take decisions about products customization at local market and release them to headquarters.

ASSUNTO(S)

international marketing decisão em marketing marketing decision estudo de caso products development internacionalização de empresas internationalization case study marketing internacional desenvolvimento de produtos

ACESSO AO ARTIGO

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