Authors: Anne-Marie Maculan
Addresses: Faculty of Engineering, Federal University of Rio de Janeiro, CP 68507. 21945-970, Rio de Janeiro, Brazil
Abstract: The growth path of the Brazilian aerospace industry and its competitiveness in international market are examples of a successful process of 'catching up'. However, the Brazilian aviation industry needs to deal with various vulnerability factors. The paper presents a short retrospective of the growth of the Embraer company. We describe the company's activities in its first years, the growing problems in the 1980s that led to privatisation in 1994 and Embraer's behaviour after privatisation. Particular attention is given to its technology and marketing strategy. Finally, we discuss the current challenges to the company's ability to compete.
Keywords: Embraer; aerospace industry; Brazil; internationalisation; aircraft industry; catching up; marketing strategy; technology strategy.
International Journal of Technology and Globalisation, 2013 Vol.7 No.1/2, pp.41 - 59
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 10 Feb 2013 *