UAb | CiênciaVitae | Gestão e Economia
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Percorrer UAb | CiênciaVitae | Gestão e Economia por autor "Alves, Carolina Batista"
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- Commitment-trust dynamics in the internationalization process: a case study of market entry in the brazilian marketPublication . Moreira, Antonio; Alves, Carolina Batista; Information Resources Management AssociationThis chapter describes the market entry process of Portuguese small and mediumsized enterprise (SME) into the Brazilian. This chapter explores an under-researched strand in the studies of internationalization of SMEs, namely how trust and commitment leveraged the relationship orientation of the Portuguese SME in entering into the Brazilian market. Through a Case Study the chapter explores the concept of relationship orientation, trust and commitment to analyze how a Portuguese SME managed to turn around a difficult situation transforming its associates in business partners and prevented a process of desinternationalization.