Research in focus: The Brazilian beef industry’s internationalization strategies.
There is no single recipe for internationalization. While BR Foods adopts a strategy of centralizing its business and building new plants abroad, JBS-Friboi prefers to acquire other companies and work with brands that are already known by consumers.
Objective: To analyze how the main players in the brazilian meat industry enter new markets.
• Case studies of the two major companies of the Brazilian meat industry in Brazil, BR Foods (Sadia) and JBS- Friboi, are conducted using interviews and document research.
• These companies have relied on isolated actions to strengthen their brands, and they still do not employ a “Made in Brazil” development strategy for their meat products.
• BR Foods and JBS-Friboi have adopted different internationalization strategies. BR Foods initially formed partnerships with local companies in the markets it wished to enter to outsource operations that could be conducted more competitively outside the company; it then invested in new plants abroad. JBS-Friboi preferred to acquire other companies and maintain those brands.
• There is no single internationalization model because companies are constantly adopting different strategies.
• There is a notable and growing verticalization within the sector.