Session 111

Performance Issues

Track A

Date: Friday, March 11, 2011


Time: 11:30 – 12:45


Room: Room 1-011

Session Chair:

  • Luiz Mesquita, Arizona State University

Title: Customer Perspective of Value in the Service Dominant Logic: A Multi-Channel View


  • Flávio Brambilla, University of Santa Cruz do Sul (UNISC)

Abstract: The new logic of market(ing) action proposed in the Service Dominant Logic (SDL) by Vargo and Lusch (2004) focus service provision and value co-creation. In multi-channel perspective little is discussed. This relation among topics constitutes a gap for further research. Different systems of buyer-supplier relationship edge the question of integration. How to integrate the channells to generate greater value-in-use? How to provide best service system? Trying to answer this question, the suggestion is for an approach based in the SDL, as an oportunite to develop new propositions and to find solutions for some of marketing theories gaps that can better integrate the area of study. Understanding the SDL concepts and defining new patterns of analysis makes possible to study the multi-channel co-creative interaction among agents.

Title: How to Measure Export Performance? Scholars’ vs. Practitioners’ Views


  • Jorge Carneiro, Pontifical Catholic University of Rio de Janeiro
  • Isabel Farias, Pontifical Catholic University of Rio de Janeiro (PUC-Rio)
  • Jorge da Silva, Pontifical Catholic University of Rio de Janeiro

Abstract: This study investigates the conceptualization and operationalization of the export performance construct. First, we build from a thorough review of the literature to advance a generic conceptual framework that delimitates the frontiers and dimensions of the construct from the academicians’ viewpoints. We also conducted in-depth
interviews to uncover managers’ judgments and elicit the domain of the export performance construct from the meanings and routines of those actually involved with the phenomenon. Findings suggest that managers take a shorter-term, narrower view (vs. academicians) in terms of frame of reference and temporal orientation.

Title: Understanding Business Groups Resilience in Brazil


  • Wlamir Xavier, UNISUL
  • Rodrigo Bandeira-de-Mello, Getulio Vargas Foundation
  • Rosilene Marcon, Itajai Valley University

Abstract: Business Groups have an important role in several economies, in both developed and emerging economies. This article focuses on the reasons why business groups prevail in an emergent country, Brazil, as they fade in most developed countries. Historic evolution of Brazilian business groups before and after structural reforms in the 1990’s is used to develop a theoretical explanation based on complementary theories, Institutional theory and Political Economy. Findings suggest that both theories are relevant, though relative importance has changed over time. As Brazilian business groups have grown through related acquisitions after reforms, a refocus behavior that lead to an unexpected outcome, it is postulated that other factors, not previously observed, may be of importance. Political connections are suggested as a possible line of research.

Title: United States Multinationals’ in Brazil: The General Motors Company Case


  • Flávio Brambilla, University of Santa Cruz do Sul (UNISC)

Abstract: The presence of North American companies in Brazil is not a novel phenomenon. But, as in the case of General Motors (GM) plant in south Brazil, during the recent USA crisis, only that unit stay rentably and profitable. The question is, why in South America the most modern GM productive plant? The expeculative answer is about the human resources workforce low costs and governmental incentives. If only this constitutes the path for decisions, why not build a plant in China or other Asiatic country? This proposal claims about the Johanson and Vahlne (1977) perspective about cognitive proximity, and identifies the South American countries as more USA cultural oriented than the Asiatic ones. The author proposes a case study research in the south Brazilian GM plant.

All Sessions in Track A...

Fri: 11:30 – 12:45
Session 103: CSR and Environmental Issues in Emerging Markets
Session 111: Performance Issues
Session 114: Internationalization Strategies
Session 117: Learning in Emerging Markets
Session 120: The Characteristics and Effects of the BRIC Economies as Hubs for Regional Economic Development
Fri: 14:15 – 15:30
Session 102: Resources in Emerging Markets
Session 106: Multilatina FDI Strategies
Session 110: Global Competition
Session 112: CSR and Environmental Issues
Session 124: Research Methods for the Study of Competitive Advantage
Fri: 15:30 – 16:45
Session 101: Institutions in Emerging Markets
Session 104: Alliances and Networks
Session 105: Knowledge and Innovation
Session 108: Knowledge and Resources
Session 115: Developing Country Firms
Sat: 10:45 – 12:00
Session 107: Multilatina Performance
Session 113: CEOs and Other Human Resources
Session 123: Banks and their Influence
Session 125: Reviewing Latin America’s Strategic Role in Global Development
Session 126: Publishing and Not Perishing: Strategies for Publishing in Top Journals
Sat: 15:45 – 17:00
Session 100: Entrepreneurship in Emerging Markets
Session 109: Social Issues and Local Development
Session 116: Emerging Market Institutional Reform
Session 118: Management Innovation in Emerging Markets
Session 127: Teaching in Latin America

Strategic Management Society

Rio De Janeiro