Strategies for Industry Internationalization Brazilian Pulp and Paper the Perspective of Eclectic Paradigm: A Case Study of Pulp and Paper Company Suzano
DOI:
https://doi.org/10.5585/ijsm.v11i3.1896Keywords:
Internationalization, Pulp and Paper, Strategies.Abstract
This article aims to analyze the process of internationalization of the Brazilian pulp and paper. This analysis has an economic bias, basing on the model of internationalization of Eclectic Paradigm of Dunning (1980) in order to identify the internationalization strategies, as well as the key drivers that have enabled reach new markets. We adopted a qualitative methodology, developed through a case study in the company Suzano, a Brazilian company, a global leader in the pulp and paper industry, with a strong presence in the international market. The data were obtained from literature searches, statistics, press releases and official documents of the company. For the treatment of these was used to pattern matching techniques, which enabled contrast them with the theory selected. The results revealed that Suzano differentiated adopted guidelines for the marketing of paper and pulp. The paper is intended primarily for the domestic market, whereas most of the pulp produced is intended to international trade. The company went international for having, according to the Eclectic Paradigm, the advantages of ownership and internalization over their competitors. The strategies used consists in finding markets (market seeking), search efficiency (efficiency seeking) and search for strategic assets (strategic asset seeking). We conclude that the theory is Eclectic Paradigm in an appropriate tool for analyzing the internationalization process of the pulp and paper industries.Downloads
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2012 Iberoamerican Journal of Strategic Management
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The author (s) authorize the publication of the manuscript in the journal;
The author (s) guarantee that the contribution is original and unpublished and that it is not being evaluated in another journal (s);
The journal is not responsible for the opinions, ideas and concepts emitted in the texts, as they are the sole responsibility of its author (s);
Editors reserve the right to make textual adjustments and adapt to the publication's rules.
Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License - 4.0 (CC BY-NC-SA 4.0) that allows the sharing of the work with acknowledgment of authorship and initial publication in this magazine.
Authors are authorized to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (eg, publishing in institutional repository or as a book chapter), with acknowledgment of authorship and initial publication in this journal.
Authors are allowed and encouraged to publish and distribute their work online (eg in institutional repositories or on their personal page) at any point before or during the editorial process, as this can generate productive changes, as well as increase impact and citation of the published work (see “The Effect of Open Access” at http://opcit.eprints.org/oacitation-biblio.html).
Authors can use ORCID for identification. An ORCID identifier is unique to an individual and acts as a persistent digital identifier to ensure that authors (particularly those with relatively common names) can be distinguished and their work appropriately assigned.
