Marketing innovation autonomy for subsidiaries in new products development: a case study in fixed telecom Online publication date: Sat, 21-Jun-2014
by V.E.I. Yamasaki; M.L.F. MacLennan; L.M. Almeida
International Journal of Logistics Systems and Management (IJLSM), Vol. 17, No. 3, 2014
Abstract: This paper evaluates the subsidiary strategy and factors that influence the marketing autonomy for new products development in the telecom sector. The purpose of this investigation is to evaluate the subsidiary's strategy of global integration or local adaptation in its local unit in Brazil. As theoretical background, global integration strategies, standardisation and local adaptation references were used. The unique case study at local Telefonica subsidiary in Sao Paulo was investigated - Telefônica Negócios - segment of small and medium business units due to its market representativeness. At the case study, several marketing, product and innovation managers were interviewed. Other documental sources were also used. Results point out that regulation and competition favour the subsidiary's marketing autonomy for products and services development in the Brazilian local market.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Logistics Systems and Management (IJLSM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook