Entry Mode Influence On Strategic Positioning: Analysis Of Two Telephone Operators In Brazil

Abstract

This study analyzes the strategies and market positioning adopted by Brasil Telecom (incumbent) and GVT (mirror company) over the last few years. The research involved semi-structured interviews with executives of the two companies, as well as documental analysis, particularly of those companies' annual reports. The data was then confronted with a model that was consolidated by the authors based on previous work by Hrebiniak and Joyce, in 1985, and Hax and Wilde II, in 1996 and 2001. Results show that those organizations make strategic choices and develop organizational competences that are still influenced by the way they entered the market several years ago.