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Comportamento Organizacional e Gestão

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FARIA, Alexandre. Re-conceituando estratégia de marketing sob uma perspectiva Luso-Brasileira. Comport. Organ. Gest. [online]. 2008, vol.14, n.1, pp.11-28. ISSN 0872-9662.

Marketing strategies have been important to business firms, consumers and markets due to their capacity of avoiding the historical difficulty faced by the domain of corporative strategy and the high hierarchy in recognizing differences and specificities of markets and consumers. In spite of this, the recent literature argues that the advent of the globalization era turned the marketing strategy domain obsolete due to the process of growing convergence of the national economies around the liberal market economic model. The major aim of this essay is to argue that researchers of the Luso-Brazilian context - with especial emphasis on researchers of Brazil and Portugal - should challenge this argument and promote the construction of a Luso-Brazilian perspective in strategy domain both in domestic and international terms. The essay shows that international, historical and institutional dimensions of the Luso-Brazilian context and the recent boom of foreign investments done by Portuguese business firms in Brazil and by Brazilian business firms in Portugal challenge the dominant argument that the marketing strategy is obsolete.

Keywords : Marketing strategy; international strategy; critical perspective; marketing; globalisation.

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