Resumen
A gigante de proteínas animais brasileira JBS decidiu fechar sua startup de proteínas plant-based Planterra, anunciando o fim de sua participação no mercado de carne plant-based nos EUA. A notícia repentina suscitou o estudo em busca de entender o porquê de tal decisão em momento em que este mercado aparecia como crescente. Por intermédio do Modelo OLI, ou paradigma eclético, de Dunning (2000), utilizado na tomada de decisão de internacionalização, e se aplicando a análise de conteúdo. O artigo analisou diversas notícias de variadas fontes procurando trazer hipóteses e indícios da razão da decisão. Os resultados apontaram que o posicionamento estratégico nos Estados Unidos não era compatível ao investimento realizado pela corporação, optando-se por focar em outros países. Ou seja, as vantagens Location (L) do Modelo OLI foram perdidas, preferindo-se dirigir os investimentos ao mercado brasileiro e europeu. As conclusões trazem que o mercado de proteína alternativa precisa ser mais bem compreendido e se põe em dúvida a tendência de seu crescimento nos EUA, cabendo-se mais estudos para entender o caso.
Citas
Aguilera, R. V., Crespí-Cladera, R., Infantes, P. M., & Pascual-Fuster, B. (2020). Business groups and internationalization: Effective identification and future agenda. Journal of World Business, 55(4), 101050.
Ahworegba, A. H., Garri, M., & Estay, C. (2022). Subsidiaries’ behavioural responses to volatile local contexts in emerging African markets: evidence from Nigeria. Multinational Business Review, 30(3), 364-387.
Bai, W., Johanson, M., Oliveira, L., Ratajczak-Mrozek, M., & Francioni, B. (2022). Where business networks and institutions meet: Internationalization decision-making under uncertainty. Journal of International Management, 28(1), 100904.
Buckley, P. J., & Casson, M. (2016). The future of the multinational enterprise. Springer.
Buckley, P. J., & Casson, M. (1985). The economic theory of the multinational enterprise. Springer.
Buckley, P. J., & Casson, M. C. (1998). Models of the multinational enterprise. Journal of international business studies, 29, 21-44.
Carley, K. (1993). Coding choices for textual analysis: A comparison of content analysis and map analysis. Sociological methodology, 75-126.
Caves, R. (1982). Multinational Firms and Economic Analysis.(1st & 2nd editions).
Caves, R. E. (1996). Multinational enterprise and economic analysis. Cambridge university press.
Chung, C. C., Lee, S. H., & Lee, J. Y. (2013). Dual-option subsidiaries and exit decisions during times of economic crisis. Management International Review, 53, 555-577.
Costa Correia, S. C. (2018). A operação Carne Fraca e as estratégias do governo de Michel Temer para minimizar o escândalo de venda ilegal de carnes: Geografia em debate, 12(2).
Cuervo-Cazurra, A. (2008). The multinationalization of developing country MNEs: The case of multilatinas. Journal of international Management, 14(2), 138-154.
Cunningham, I., Loane, S., & Ibbotson, P. (2012). The internationalisation of small games development firms: evidence from Poland and Hungary. Journal of Small Business and Enterprise Development, 19(2), 246-262.
Driver, T., Saunders, C. M., Dalziel, P. C., Tait, P. R., Rutherford, P., & Guenther, M. (2020). UK and USA alternative proteins consumer consumption behaviours and product preferences.
Dominguez, N., & Mayrhofer, U. (2017). Internationalization stages of traditional SMEs: Increasing, decreasing and re-increasing commitment to foreign markets. International Business Review, 26(6), 1051-1063.
Dunning, J. H., & Lundan, S. M. (2008). Multinational enterprises and the global economy. Edward Elgar Publishing.
Dunning, J. H. (2015). The eclectic paradigm as an envelope for economic and business theories of MNE activity. In International business strategy (pp. 60-84). Routledge.
Dunning, J. H. (1988). The eclectic paradigm of international production: A restatement and some possible extensions. Journal of international business studies, 19(1), 1-31.
Elango, B., Pattnaik, C., & Wieland, J. R. (2016). Do business group characteristics matter? An exploration on the drivers of performance variation. Journal of Business Research, 69(9), 3205-3212.
Ferdows, K. (1997). Making the most of foreign factories (pp. 73-88).
Gama, M. A., Lana, J., Calixto, C. V., & Bandeira-de-Mello, R. (2016). Internacionalização de business group: a escolha do país de destino pela distância institucional. Revista brasileira de gestão de negócios, 18, 327-347.
Garg, M., & Delios, A. (2007). Survival of the foreign subsidiaries of TMNCs: The influence of business group affiliation. Journal of International Management, 13(3), 278-295.
Gerry, I. The World’s Largest Beef Company is Breaking Up with Plant-Based Meat. Is It the End of the Category, or Something Else Entirely? (2022, Outubro, 3). Green Queen. Alt Protein. https://www.greenqueen.com.hk/jbs-quits-planterra-foods/
Ghemawat, P., & Khanna, T. (1998). The nature of diversified business groups: A research design and two case studies. The Journal of Industrial Economics, 46(1), 35-61.
Graves, C. & Thomas, J. (2008). Determinants of the Internationalization Pathways of Family Firms: An Examination of Family Influence., 21(2), 151–167. doi:10.1111/j.1741-6248.2008.00119.x
Halpern, L., & Muraközy, B. (2012). Innovation, productivity and exports: the case of Hungary. Economics of Innovation and New Technology, 21(2), 151-173.
Hennart, J. F. M. A. (1982). A theory of multinational enterprise. University of Michigan.
Hennart, J. F. (2000). The transaction cost theory of the multinational enterprise. The nature of the transnational firm, 2, 72-118.
Ipsmiller, E., & Dikova, D. (2021). Internationalization from Central and Eastern Europe: A systematic literature review. Journal of International Management, 27(4), 100862.
JBS S.A. - Relações com Investidores. (2023, Agosto, 10). Histórico. https://ri.jbs.com.br/a-jbs/historico/
JBS fecha Planterra, negócio de alimentos com base vegetal nos EUA. (2023, Agosto 10). ISTOÉ Dinheiro. https://www.istoedinheiro.com.br/jbs-fecha-planterra-negocio/
Joseph, P., Searing, A., Watson, C., & McKeague, J. (2020). Alternative proteins: Market research on consumer trends and emerging landscape. Meat and Muscle Biology, 4(2).
Khan, H., Zahoor, N., Arslan, A., & Khan, Z. (2023). Market exit and re-entry in a volatile emerging economy: a case study of Yamaha motorcycles in Pakistan. Multinational Business Review.
Khan, Z., Shenkar, O., & Lew, Y. K. (2015). Knowledge transfer from international joint ventures to local suppliers in a developing economy. Journal of International Business Studies, 46, 656-675.
Klein, S. B., Colla, P. E. B., & Walter, S. A. (2021). O caso da abordagem de Estudos de Casos: elementos, convergências e divergências entre Yin, Eisenhardt e Stake. Revista Administração em Diálogo, 23(1), 122-135.
Lacy-Nichols, J., Hattersley, L., & Scrinis, G. (2021). Nutritional marketing of plant-based meat-analogue products: an exploratory study of front-of-pack and website claims in the USA. Public Health Nutrition, 24(14), 4430-4441.
Lafuente, E., Stoian, M. C., & Rialp, J. (2015). From export entry to de-internationalisation through entrepreneurial attributes. Journal of Small Business and Enterprise Development, 22(1), 21-37.
Laville, C., & Dionne, J. (1999). A construção do saber. Belo Horizonte: UFMG, 340, 1990.
Loukakou, M. D., & Membe, N. B. (2012). Product standardization and adaptation in International Marketing. A case of McDonalds. Yayınlanmamış Yüksek Lisans Tezi.
Magnier-Watanabe, R., & Lemaire, J. P. (2018). Inbound foreign direct investment in Japan: A typology. International business review, 27(2), 431-442.
Marinova, S., & Marinov, M. (2017). Inducing the internationalisation of family manufacturing firms from a transition context. European Business Review, 29(2), 181-204.
Martins, R. P., & Mendes, S. M. (2021). Seara Incrível-Crescimento da marca através de ampliação de mercado. Revista Repensar–Revista da Prática Aplicada em Caso de Ensino, 3(3), 31-37.
Mukherjee, D., Makarius, E. E., & Stevens, C. E. (2018). Business group reputation and affiliates’ internationalization strategies. Journal of World Business, 53(2), 93-103.
Murgi, R. (2014). A internacionalização de empresas brasileiras na América do Sul: impactos da política externa recente e da integração regional.
OCDE. (2008). Definição de referência de investimento estrangeiro direto (4ª ed.). Paris: OCDE.
OCDE & FAO. (2021). Perspectivas Agrícolas 2021-2030. OCDE Publishing.
Oliva, F. L., Teberga, P. M. F., Testi, L. I. O., Kotabe, M., Del Giudice, M., Kelle, P., & Cunha, M. P. (2022). Risks and critical success factors in the internationalization of born global startups of industry 4.0: A social, environmental, economic, and institutional analysis. Technological Forecasting and Social Change, 175, 121346.
Owhoso, V., Gleason, K. C., Mathur, I., & Malgwi, C. (2002). Entering the last frontier: expansion by US multinationals to Africa. International Business Review, 11(4), 407-430.
Paiva Junior, H. D. C. (2021). Introdução de proteínas alternativas na dieta das escolas (Doctoral dissertation).
Purkayastha, S., Kumar, V., & Lu, J. W. (2017). Business group heterogeneity and the internationalization-performance relationship: Evidence from Indian business groups. Asia Pacific Journal of Management, 34, 247-279.
Reis, G. G., Heidemann, M. S., Borini, F. M., & Molento, C. F. M. (2020). Livestock value chain in transition: Cultivated (cell-based) meat and the need for breakthrough capabilities. Technology in Society, 62, 101286.
Rossi, G. B., Serralvo, F. A., & Joao, B. N. (2014). Análise de conteúdo. ReMark-Revista Brasileira de Marketing, 13(4), 39-48.
Rugman, A. (Ed.). (2013). New Theories of the Multinational Enterprise (RLE International Business). Routledge.
Rugman, A. (1996). The Theory of Multinational Enterprises: The Selected Scientific Papers of Alan M. Rugman. Cheltenham, UK and Brookfield, US: Edward Elgar.
Schneider, B. R. (2009). A comparative political economy of diversified business groups, or how states organize big business. Review of International Political Economy, 16(2), 178-201.
Silva, C. P., Semprebon, E., & Reis, G. G. (2022). What about alternative meat? The effect of neophobia and negative affect on the intention to buy meat substitutes. REMark, 21(4), 1244.
Singh, M., Trivedi, N., Enamala, M. K., Kuppam, C., Parikh, P., Nikolova, M. P., & Chavali, M. (2021). Plant-based meat analogue (PBMA) as a sustainable food: A concise review. European Food Research and Technology, 247, 2499-2526.
Spohr, N., & Silveira, F. F. (2012). Estratégia internacional de uma multinacional emergente brasileira: o caso JBS. Revista de Administração de Empresas, 52, 300-312.
Stucchi, T., Pedersen, T., & Kumar, V. (2015). The effect of institutional evolution on Indian firms' internationalization: Disentangling inward-and outward-oriented effects. Long Range Planning, 48(5), 346-359.
Vereecke, A., & Van Dierdonck, R. (2002). The strategic role of the plant: testing Ferdows’s model. International Journal of Operations & Production Management, 22(5), 492-514.
Vieira, P. A., Buainain, A. M., Contini, E., & Grundling, R. D. P. (2021). Geopolítica das carnes: mudanças na produção e no consumo. Revista de Política Agrícola, 30(2), 83.
Wasowska, A. (2019). Social-cognitive antecedents of new venture internationalization: The role of entrepreneur intention, self-efficacy, and positive orientation. Baltic Journal of Management, 14(3), 462-479.
Williamson, O. E. (1981). The economics of organization: The transaction cost approach. American journal of sociology, 87(3), 548-577.
Wood, P., & Tavan, M. (2022). A review of the alternative protein industry. Current Opinion in Food Science, 47, 100869.
Wang, Z. Q., & Swain, N. J. (1995). The determinants of foreign direct investment in transforming
Yin, R. K. (2015). Qualitative research from start to finish. Guilford publications.
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
Derechos de autor 2024 Management in Perspective