Alinhamento estratégico corporativo na relação matriz e subsidiária no exterior: estudo de caso da multinacional brasileira Artecola e a subsidiária colombiana Pegatex

Abstract

The current study sought to understand how the strategic alignment defined by a Brazilian multinational company is established with its foreign-owned subsidiary. Specifically, the Brazilian headquarter Artecola and its subsidiary Pegatex, in Colombia. For this, an analysis of Artecola internationalization process was performed, in particular, in the Colombian economic context and Pegatex acquisition. The current work is a single case study where data collection was conducted through documental research, direct observation in both units and semi-structured interviews realized with members involved with the corporate strategy in Brazil and Colombia. In the discussion core of alignment between headquarter and subsidiary relationship is verified that Artecola has developed some methods for operational alignment with relative success. Yet these methods could be more flexible and adapted to each reality applied (country and subsidiary). Furthermore, the relationship between these companies demonstrated active participation of both sides. While the head-office has provided intense support to Pegatex management issues, Artecola has learned from the subsidiary on how to improve operational processes, products know-how and strategic actions in the local market. Thus, it became clear that even without a formal strategic planning, there is strategic alignment between both enterprises regarding their corporative objectives, as well as the implementation of these by Pegatex, who aims to expand regional performance of this unit to a global participation.