Picking up cases of outstanding performers

In this chapter, we elaborate upon the most important cases of Brazilian multinationals. The cases were selected according to:

• the degree of importance on the international scene, i.e., the main global players;

• the different sectors of the manufacturing and services industries;

• the possibility of drawing comparisons with multinationals from other emerging countries.

We tried to organize each case within the same format, following the analytical framework that is guiding our analysis. However, the nature of each case and the information available does not allow a perfect fit. There is however a degree of heterogeneity in terms of breadth and depth with which each case is presented.

Table 8.1 summarizes the cases that were chosen in each segment of economic activity and the reasons that led us to prioritize them in relation to others. Some of them are already widely known, but the approach that we developed places them under a new light. Other cases are original and reveal new facets of the process of internationalization of Brazilian companies.

To enrich the cases we prepared an introductory short text explaining the most relevant environmental features that influenced the process of internationalization of each Brazilian firm. The texts emphasize more the international scene or the local context, depending on the characteristics of each case.