THE INTERNATIONALIZATION OF REDE GLOBO TV NETWORK: HISTORY AND RECENT TRAJECTORY / INTERNACIONALIZAÇÃO DA REDE GLOBO DE TELEVISÃO: HISTÓRICO E TRAJETÓRIA RECENTE

AUTOR(ES)
FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

09/04/2012

RESUMO

Literature about internationalization of firms has focused primarily on manufacturing companies and developed countries and there are relatively few studies about internationalization of service companies and companies from emerging countries. The objective of this study is to investigate the internationalization process of a Brazilian company that operates in the service sector, Globo Television Network, which has the beginning of its internationalization still in the 70s and went through several stages of internationalization traditional, with different results. The method chosen was the case study using survey data from the company and interviews with executives who were involved or who knew closely the process of internationalization. Some questions guided the study and were answered by the interviewers: (1) What were the motivating factors for the internationalization of TV Globo? (2) What were the methods used by the company to enter the foreign market? (3) What criteria were employed to select target countries? (4) What were the market results? (5) What were the main obstacles and difficulties?

ASSUNTO(S)

internacionalizacao de empresas firms internationalization empresas de servico service firms rede globo rede globo

ACESSO AO ARTIGO

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