Transferência reversa de conhecimento em multinacionais estrangeiras no Brasil : uma análise multidimensional

• Ano de defesa: 2018
• Autor(a) principal: Cantoni, Maria Lucia Righetti
• Orientador(a): Rocha , Thelma Valéria
• Banca de defesa: Borini, Felipe Mendes, Spers, Eduardo Eugenio, Cahen, Fernanda Ribeiro, Mello, Pedro
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração em Gestão Internacional
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: marketing internacional, transferência reversa de conhecimento; estratégias de marketing; subsidiárias; mercados emergentes
• Palavras-chave em Inglês: international marketing; knowledge transfer; multinational’s strategies; subsidiaries; emerging markets
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/303

This work investigates the phenomenon of the reverse transfer of knowledge in subsidiaries with a multidimensional approach. The main objective is to verify in an empirical way if the strategies and actions of marketing, autonomy and integration of marketing has influence in the reverse knowledge transfer in the foreign multinationals enterprises located in Brazil. As control it was verify the time of international experience and the type of industry can be influence the reverse knowledge transfer. To test the hypotheses, a survey was conducted with managers of 104 subsidiaries of foreign multinationals located in Brazil. The data were analyzed by multiple linear regression and cluster analysis. To deepen the analysis, the empirical part also includes qualitative exploratory research through of the multiple case study with three subsidiaries of foreign multinationals. The results in both empirical researches show that product innovation and the integration between subsidiary and headquarter have a positive effect on the reverse knowledge transfer. This study contributes for academic paradox showing elements to the view of authors and refutes other theoretical perspectives, such as Rugman (2009), Narula (2006), Dunning (1988) and Dunning and Narula (1996) and Ghauri et al (2016) and Yip (1995). Managerially, this work deepens the factors that determine the reverse knowledge transfer like the development of innovations and the high integration between subsidiary and headquarter. Exposing to managers the importance of managing communication with the headquarter and to invest in human resources with creativity and innovation capacity. Also, it became evident that the marketing operations of foreign multinationals in Brazil are developed in the same time between subsidiary and headquarter. The results are expected to contribute to the extension of international marketing literature and provides a better understanding of the phenomenon of reverse knowledge transfer in the brazilian context.