The role of society for the development of multinational companies’ (MNC) business has so far not attracted much scholarly attention in international marketing. Responding to recent calls for further research relating MNCs with society, the aim of this thesis is to enhance the understanding of the MNC relationship with society. Standing on the business network perspective, the theoretical view includes society in the network. Apart from business actors, the view incorporates public actors (such as governments) and civil society actors (such as Non-Governmental Organizations). Thus, contrary to earlier business network studies, the MNC relationships with non-business actors are explicitly handled as part of the business network in this thesis. For the fulfillment of the aim - understanding the MNC relationship with society - the study applies the four relationship elements knowledge, commitment, trust and legitimacy. In further developing the theoretical view, the results from the empirical and theoretical findings in the papers, along with others’ contributions in this field, have inspired the development of interdependence in relationships. Consequently, the main emphasis in the ‘Thesis Summary’ is put on a deeper theoretical discussion of the concept of interdependence. The interdependence framework maps different relationship types with business and non-business actors in business networks. The implications on the management of the different types of relationships are also further developed. The empirical study, which inspired the theoretical development, concerns a qualitative and abductive case study of a Swedish MNC’s relationships with actors from the business, public and civil society sectors in Argentina and Brazil. The study is based on 51 interviews, observations and documentation as its main data sources. It resulted in four papers, which were developed in the areas of crisis, subsidiary strategy, radical innovation and expansion to the rural ‘Base of the Pyramid’, all applying a relational perspective. The thesis has both empirical and theoretical contributions. The major empirical contribution concerns the behavior of MNCs in emerging economies in relation to society. The theoretical development contributes deeper exploration of business relationships and network perspectives in the context of society, adding a novel employment of the same.

Os indicadores tradicionais de atividades inovativas, dentre os quais se destacam as estatísticas de pesquisa e desenvolvimento e patentes, se apoiam no argumento linear de que a pesquisa leva à comercialização de novas tecnologias. Baseados nos indicadores tradicionais, estudos recentes focados no processo de inovação industrial em economias emergentes afirmam que hoje em dia as firmas latino-americanas desempenham um papel passivo nas atividades inovadoras mundiais, caracterizado pela ausência de capacidades inovadoras. Esses indicadores, entretanto, não parecem ser os mais adequados para se medir a inovação, em especial em firmas dessa natureza. Isso porque eles se mostram limitados para captar como o processo de inovação ocorre no interior das firmas. O fato de que o comprometimento empresarial deliberado com a atividade de inovação seja relativamente menor em firmas localizadas em economias emergentes não necessariamente implica a ausência de atividades inovadoras nas mesmas. Possivelmente, atividades inovadoras se desdobram de maneira diferente. Sua avaliação, portanto, requer o uso de outras medidas. Este estudo tem como objetivo desenvolver um conjunto de novos indicadores de atividades inovativas que ampliem o escopo de análise dos indicadores tradicionais no interior das firmas e testá-los em um grupo de firmas da economia brasileira. Para se garantir a acurácia dos novos indicadores de atividades inovativas, a criação dos mesmos é teoricamente amparada por cinco correntes do pensamento econômico: a teoria clássica, a teoria neoclássica, a teoria schumpeteriana, a teoria coaseana da firma e a teoria evolucionária da mudança econômica. Propõe-se teoricamente um conjunto de 16 novos indicadores de inovação, agrupados em torno de quatro dimensões: empreendedorismo, estrutura, coordenação e valor. Para o teste e a validação dos novos indicadores, é realizado um estudo de casos múltiplos em sete firmas brasileiras. Em paralelo ao conjunto de novos indicadores de inovação, também são aplicados junto aos casos estudados quatro indicadores tradicionais, em vias de se ressaltar as especificidades que os novos indicadores permitem observar. Evidências empíricas obtidas na pesquisa de campo referentes ao processo de inovação e ao desempenho inovativo dos casos estudados sugerem a existência de atividades inovadoras que extrapolam os aspectos capturados pelos indicadores tradicionais. Especificamente, observou-se a existência de atividades inovadoras e de desempenho inovativo intermediário nos casos estudados. Adicionalmente, as análises realizadas a partir do primeiro exercício de aplicação do conjunto de novos indicadores evidenciaram que 12 novos indicadores de inovação são acurados o suficiente para serem utilizados em pesquisas futuras e complementarem as análises antes embasadas somente nos indicadores tradicionais. Esses novos indicadores, em especial quando usados conjuntamente, permitem um entendimento mais detalhado da atividade de inovação no âmbito intraorganizacional. / The traditional indicators on innovation rely on the linear assumption that research leads to development. Overall, these indicators refer to research and development expenditures and patents statistics. Based on the traditional innovation indicators, recent studies focused on the industrial innovation process at emerging economies argue that nowadays Latin American firms play a passive role in world’s innovative activities, characterised by the lack of firms’ innovative capabilities. However, these indicators do not seem to be the most appropriate for measuring innovation, especially in emerging economies’ firms. This is because the traditional indicators are unable to capture how the innovation process occurs inside firms. The fact that the deliberated commitment to innovation is relatively low in firms of emerging economies does not necessarily mean that they do not undertake innovative activities. Innovative activities possibly take a different form and therefore also require other measures. The aim of this study is to develop a set of new indicators on innovation that broaden the scope of the traditional indicators on innovation and test them in a group of Brazilian firms. In order to assure the accuracy of the new indicators, this study searches for support from five approaches of the economic theory: the classical theory; the neoclassical theory; the Schumpeterian theory; the Coasean theory of the firm; and the evolutionary theory of economic change. A set of 16 new indicators is theoretically proposed. They are distributed over four dimensions: entrepreneurship, structure, coordination and value. To test and validate the new indicators, a multiple case study is conducted in seven Brazilian firms. This study also makes use of the application of four traditional indicators on innovation with the aim of highlighting the specificities observed by the use of the new indicators. Empirical evidence on the innovation process and performance of the studied cases suggest the existence of innovative activities that go beyond the aspects captured by the traditional indicators. Additionally, the analyses undertaken through the first application exercise of the set of new indicators showed that 12 new indicators are sufficiently accurate to be utilised by future studies. They could be of help to complement the analyses hitherto only guided by the traditional indicators. These new indicators, especially when together employed, allow a more comprehensive observation of the innovation activity inside firms.

As modificações geradas no âmbito das decisões de políticas econômicas nacionais das últimas décadas atentaram para o papel da estabilidade macroeconômica no desempenho das economias de mercado. O controle da inflação constitui-se no objetivo primordial das autoridades monetárias que, a partir dos anos 1990, encontraram na adoção de metas de inflação um modo mais eficiente para atingir a estabilidade de preços. Segundo a literatura convencional contemporânea, os resultados do regime de metas de inflação em economias avançadas e emergentes garantem, diretamente, uma redução dos níveis e da volatilidade das taxas de inflação, uma ancoragem das expectativas inflacionárias e menores custos da desinflação em termos do produto. Entretanto, acredita-se que a intensidade e os impactos desses efeitos podem ser diferenciados ou comprometidos quando aplicados à realidade dos países emergentes. Fundamentadas nas visões críticas das implicações do regime de metas de inflação à evolução das economias emergentes, as discussões teóricas visaram expor as definições gerais do regime de metas de inflação e as questões estruturais da dinâmica macroeconômica dos mercados emergentes. Constatou-se que a preponderância dos mecanismos de transmissão da taxa de câmbio sobre a inflação, os desequilíbrios ficais, financeiros e externos, e as características de vulnerabilidade e instabilidade macroeconômicas dos países emergentes podem dificultar o funcionamento do regime de metas de inflação. Essencialmente, a avaliação empírica dos efeitos de metas de inflação sobre o desempenho macroeconômico dos países emergentes evidenciou que, além deste regime não apresentar relevância estatística na explicação das taxas de inflação, de crescimento do produto e de juros, os movimentos da economia internacional parecem definir as condições de estabilidade macroeconômica nessas economias. Portanto, concluiu-se que a implementação de metas de inflação não melhorou nem piorou o desempenho macroeconômico dos países emergentes que adotaram este regime a partir dos anos 1990. Tal resultado contribui no debate atual sobre a dimensão das políticas de estabilidade de preços e, em especial, os efeitos de metas de inflação em economias emergentes. / The modifications generated in the scope of national economy policy decisions in the last decades had attempted for the role of macroeconomic stability in the performance of market economies. The control of inflation consisted in the monetary authorities’ primary objective that, from the 1990 years, had found in the adoption of inflation target a more efficient way to reach the price stability. According to conventional literature contemporary, the results of inflation targeting in the advanced and emerging economies guarantee directly a reduction of the level and the volatility in the inflation rates, an anchorage inflationary expectations and lesser costs of disinflation at the product. However, one gives credit that the intensity and the impacts of effects can be differentiated or biased when applied to reality of emerging countries. Based in the critical views of inflation target implications to emerging economies evolution, the theoretical quarrels had aimed at to display the inflation target general definitions and the structural matters of emerging market macroeconomic dynamic. One evidenced that the predominance of the exchange pass through inflation, the external, financial and fiscal disturbs, and the macroeconomic vulnerability and instability characteristics of emerging countries can difficult inflation target working. Essentially, the empirical evaluation of the inflation targeting effects on the macroeconomic performance of emerging countries demonstrated that, beyond this regime not to present statistics relevance in the inflation rates, growth product and interest rates explanation, the movements of the international economy seem to define the conditions of macroeconomic stability in these economies. Therefore, one concluded that the implementation of inflation target did not improve nor got worse the macroeconomic performance of the inflation targeting emergent countries from 1990s. Such result contributes in the current debate on the prices stability policies and, in special, the effect of inflation target in emergent economies.

This study examines the challenges of organisational transformation in emerging economies with special reference to Zimbabwe. It is an inductive study using grounded theory, rooted in case study methodology, based on Eisenhardt's (1989) eight steps of building theory from case study research. A longitudinal multiple case study design is used to capture transformation experiences of four companies (covering four business sectors) spanning from 1980 to 2000. Fourteen constructs from the within-case analysis form the basis of data collection and these are refined through cross-case analysis. Nine themes and sixteen challenges emerge from the study. The challenges and themes are used to identify points of convergence and divergence. Issues that trigger organisational transformation are spotted and best practices explored. Ultimately, the nine emerging themes are crystallized into seven. Both the emerging model - the Madzivire Transformation Model (MaTra) - and the elaborated model - the Madzivire Collaborative Transformation Model (MaCoTra) - are constructed from the seven themes. MaCoTra is a refinement of MaTra with the following differentiating features: * The metaphor of choruses signifies the centrality of collaboration from an African perspective; * MaCoTra reflects non-linear and linear linkages between choruses; * Choruses depict the significance of songs in African bonding; * A personal commitment to transformation calls for collective bonding around values, visions, missions and strategies; * MaCoTra is a remarkable departure from steps, phases and stages espoused in most Western change literature; * MaCoTra's philosophical base is Ubuntu - `I am because we are'- focusing on independence and interdependence; * Change interventions may be through individual or multiple MaCoTra choruses; * The organisational song connects all organisational members in a choir of transformation. MaCoTra addresses the sixteen challenges and exceedingly covers challenges cited in enfolding literature. MaCoTra was tested in and outside the study sample. I assert that MaCoTra is usable in Zimbabwean companies and may be generalized through replication studies in Africa and other emerging economies. Areas of further study towards the achievement of more generalisability of the theory/model are suggested. This study addresses the existing knowledge gap and prescribes the Madzivire Collaborative Transformation Model - MaCoTra - for companies in emerging economies. / Business Management / D.B.L.

Os indicadores tradicionais de atividades inovativas, dentre os quais se destacam as estatísticas de pesquisa e desenvolvimento e patentes, se apoiam no argumento linear de que a pesquisa leva à comercialização de novas tecnologias. Baseados nos indicadores tradicionais, estudos recentes focados no processo de inovação industrial em economias emergentes afirmam que hoje em dia as firmas latino-americanas desempenham um papel passivo nas atividades inovadoras mundiais, caracterizado pela ausência de capacidades inovadoras. Esses indicadores, entretanto, não parecem ser os mais adequados para se medir a inovação, em especial em firmas dessa natureza. Isso porque eles se mostram limitados para captar como o processo de inovação ocorre no interior das firmas. O fato de que o comprometimento empresarial deliberado com a atividade de inovação seja relativamente menor em firmas localizadas em economias emergentes não necessariamente implica a ausência de atividades inovadoras nas mesmas. Possivelmente, atividades inovadoras se desdobram de maneira diferente. Sua avaliação, portanto, requer o uso de outras medidas. Este estudo tem como objetivo desenvolver um conjunto de novos indicadores de atividades inovativas que ampliem o escopo de análise dos indicadores tradicionais no interior das firmas e testá-los em um grupo de firmas da economia brasileira. Para se garantir a acurácia dos novos indicadores de atividades inovativas, a criação dos mesmos é teoricamente amparada por cinco correntes do pensamento econômico: a teoria clássica, a teoria neoclássica, a teoria schumpeteriana, a teoria coaseana da firma e a teoria evolucionária da mudança econômica. Propõe-se teoricamente um conjunto de 16 novos indicadores de inovação, agrupados em torno de quatro dimensões: empreendedorismo, estrutura, coordenação e valor. Para o teste e a validação dos novos indicadores, é realizado um estudo de casos múltiplos em sete firmas brasileiras. Em paralelo ao conjunto de novos indicadores de inovação, também são aplicados junto aos casos estudados quatro indicadores tradicionais, em vias de se ressaltar as especificidades que os novos indicadores permitem observar. Evidências empíricas obtidas na pesquisa de campo referentes ao processo de inovação e ao desempenho inovativo dos casos estudados sugerem a existência de atividades inovadoras que extrapolam os aspectos capturados pelos indicadores tradicionais. Especificamente, observou-se a existência de atividades inovadoras e de desempenho inovativo intermediário nos casos estudados. Adicionalmente, as análises realizadas a partir do primeiro exercício de aplicação do conjunto de novos indicadores evidenciaram que 12 novos indicadores de inovação são acurados o suficiente para serem utilizados em pesquisas futuras e complementarem as análises antes embasadas somente nos indicadores tradicionais. Esses novos indicadores, em especial quando usados conjuntamente, permitem um entendimento mais detalhado da atividade de inovação no âmbito intraorganizacional. / The traditional indicators on innovation rely on the linear assumption that research leads to development. Overall, these indicators refer to research and development expenditures and patents statistics. Based on the traditional innovation indicators, recent studies focused on the industrial innovation process at emerging economies argue that nowadays Latin American firms play a passive role in world’s innovative activities, characterised by the lack of firms’ innovative capabilities. However, these indicators do not seem to be the most appropriate for measuring innovation, especially in emerging economies’ firms. This is because the traditional indicators are unable to capture how the innovation process occurs inside firms. The fact that the deliberated commitment to innovation is relatively low in firms of emerging economies does not necessarily mean that they do not undertake innovative activities. Innovative activities possibly take a different form and therefore also require other measures. The aim of this study is to develop a set of new indicators on innovation that broaden the scope of the traditional indicators on innovation and test them in a group of Brazilian firms. In order to assure the accuracy of the new indicators, this study searches for support from five approaches of the economic theory: the classical theory; the neoclassical theory; the Schumpeterian theory; the Coasean theory of the firm; and the evolutionary theory of economic change. A set of 16 new indicators is theoretically proposed. They are distributed over four dimensions: entrepreneurship, structure, coordination and value. To test and validate the new indicators, a multiple case study is conducted in seven Brazilian firms. This study also makes use of the application of four traditional indicators on innovation with the aim of highlighting the specificities observed by the use of the new indicators. Empirical evidence on the innovation process and performance of the studied cases suggest the existence of innovative activities that go beyond the aspects captured by the traditional indicators. Additionally, the analyses undertaken through the first application exercise of the set of new indicators showed that 12 new indicators are sufficiently accurate to be utilised by future studies. They could be of help to complement the analyses hitherto only guided by the traditional indicators. These new indicators, especially when together employed, allow a more comprehensive observation of the innovation activity inside firms.

O objetivo desta dissertação é mostrar como a estratégia de inserção internacional da Índia se articula com sua estratégia de desenvolvimento. Inicialmente, o trabalho conceitua inserção internacional e desenvolvimento econômico para países subdesenvolvidos e apresenta algumas estratégias estilizadas de inserção de alguns países emergentes. Posteriormente, busca-se caracterizar a economia da Índia do ponto de vista da evolução histórica e em seus aspectos distintivos. Entre as principais conclusões do trabalho, percebe-se que apesar da maior integração da Índia com o mundo, esta se dá em um grau inferior ao dos demais países em grau semelhante de desenvolvimento. Mesmo com o avanço recente, o crescimento não se traduziu em grandes modificações estruturais, com a maior parte da população ainda em condições de pobreza, e alocada no setor rural da economia. A relativamente baixa integração econômica e a própria abertura gradual e planejada da economia da Índia, mantendo reduzidos os índices de vulnerabilidade externa, permite que a Índia coloque algumas das prioridades da nação em primeiro lugar, tanto no arcabouço do regime macroeconômico, como nos fóruns internacionais. As oportunidades de crescimento, especialmente através do setor externo, devem ser consideradas tendo em vista as fontes de vulnerabilidade e oportunidades de mudanças estruturais que se traduzam em melhores condições de vida. / The objective of this dissertation is to show how the strategy of international insertion of India is linked to its development strategy. Initially, this dissertation conceptualizes international insertion and economic development for underdeveloped countries and it presents some stylistic strategies of insertion for some emerging countries. Subsequently, it seeks to characterize the Indian economy from the standpoint of historical development and its distinguishing features. Among the main conclusions of this dissertation is that despite India’s greater integration with the world, this occurs at a lower grade than that of other countries in similar levels of development. Even with recent progress, growth has not translated into major structural changes, as most of the population remains in poverty in the rural sector of the economy. The relatively low economic integration and the very gradual and planned opening of the economy of India, while maintaining low rates of external vulnerability, allows India to place some of the priorities of the nation's first, both in the framework of the macroeconomic regime, and in international forums. The opportunities for growth, especially through the external sector, should be considered in view of the sources of vulnerability and opportunities for structural changes that translate into better living conditions for its population.

As modificações geradas no âmbito das decisões de políticas econômicas nacionais das últimas décadas atentaram para o papel da estabilidade macroeconômica no desempenho das economias de mercado. O controle da inflação constitui-se no objetivo primordial das autoridades monetárias que, a partir dos anos 1990, encontraram na adoção de metas de inflação um modo mais eficiente para atingir a estabilidade de preços. Segundo a literatura convencional contemporânea, os resultados do regime de metas de inflação em economias avançadas e emergentes garantem, diretamente, uma redução dos níveis e da volatilidade das taxas de inflação, uma ancoragem das expectativas inflacionárias e menores custos da desinflação em termos do produto. Entretanto, acredita-se que a intensidade e os impactos desses efeitos podem ser diferenciados ou comprometidos quando aplicados à realidade dos países emergentes. Fundamentadas nas visões críticas das implicações do regime de metas de inflação à evolução das economias emergentes, as discussões teóricas visaram expor as definições gerais do regime de metas de inflação e as questões estruturais da dinâmica macroeconômica dos mercados emergentes. Constatou-se que a preponderância dos mecanismos de transmissão da taxa de câmbio sobre a inflação, os desequilíbrios ficais, financeiros e externos, e as características de vulnerabilidade e instabilidade macroeconômicas dos países emergentes podem dificultar o funcionamento do regime de metas de inflação. Essencialmente, a avaliação empírica dos efeitos de metas de inflação sobre o desempenho macroeconômico dos países emergentes evidenciou que, além deste regime não apresentar relevância estatística na explicação das taxas de inflação, de crescimento do produto e de juros, os movimentos da economia internacional parecem definir as condições de estabilidade macroeconômica nessas economias. Portanto, concluiu-se que a implementação de metas de inflação não melhorou nem piorou o desempenho macroeconômico dos países emergentes que adotaram este regime a partir dos anos 1990. Tal resultado contribui no debate atual sobre a dimensão das políticas de estabilidade de preços e, em especial, os efeitos de metas de inflação em economias emergentes. / The modifications generated in the scope of national economy policy decisions in the last decades had attempted for the role of macroeconomic stability in the performance of market economies. The control of inflation consisted in the monetary authorities’ primary objective that, from the 1990 years, had found in the adoption of inflation target a more efficient way to reach the price stability. According to conventional literature contemporary, the results of inflation targeting in the advanced and emerging economies guarantee directly a reduction of the level and the volatility in the inflation rates, an anchorage inflationary expectations and lesser costs of disinflation at the product. However, one gives credit that the intensity and the impacts of effects can be differentiated or biased when applied to reality of emerging countries. Based in the critical views of inflation target implications to emerging economies evolution, the theoretical quarrels had aimed at to display the inflation target general definitions and the structural matters of emerging market macroeconomic dynamic. One evidenced that the predominance of the exchange pass through inflation, the external, financial and fiscal disturbs, and the macroeconomic vulnerability and instability characteristics of emerging countries can difficult inflation target working. Essentially, the empirical evaluation of the inflation targeting effects on the macroeconomic performance of emerging countries demonstrated that, beyond this regime not to present statistics relevance in the inflation rates, growth product and interest rates explanation, the movements of the international economy seem to define the conditions of macroeconomic stability in these economies. Therefore, one concluded that the implementation of inflation target did not improve nor got worse the macroeconomic performance of the inflation targeting emergent countries from 1990s. Such result contributes in the current debate on the prices stability policies and, in special, the effect of inflation target in emergent economies.

O objetivo desta dissertação é mostrar como a estratégia de inserção internacional da Índia se articula com sua estratégia de desenvolvimento. Inicialmente, o trabalho conceitua inserção internacional e desenvolvimento econômico para países subdesenvolvidos e apresenta algumas estratégias estilizadas de inserção de alguns países emergentes. Posteriormente, busca-se caracterizar a economia da Índia do ponto de vista da evolução histórica e em seus aspectos distintivos. Entre as principais conclusões do trabalho, percebe-se que apesar da maior integração da Índia com o mundo, esta se dá em um grau inferior ao dos demais países em grau semelhante de desenvolvimento. Mesmo com o avanço recente, o crescimento não se traduziu em grandes modificações estruturais, com a maior parte da população ainda em condições de pobreza, e alocada no setor rural da economia. A relativamente baixa integração econômica e a própria abertura gradual e planejada da economia da Índia, mantendo reduzidos os índices de vulnerabilidade externa, permite que a Índia coloque algumas das prioridades da nação em primeiro lugar, tanto no arcabouço do regime macroeconômico, como nos fóruns internacionais. As oportunidades de crescimento, especialmente através do setor externo, devem ser consideradas tendo em vista as fontes de vulnerabilidade e oportunidades de mudanças estruturais que se traduzam em melhores condições de vida. / The objective of this dissertation is to show how the strategy of international insertion of India is linked to its development strategy. Initially, this dissertation conceptualizes international insertion and economic development for underdeveloped countries and it presents some stylistic strategies of insertion for some emerging countries. Subsequently, it seeks to characterize the Indian economy from the standpoint of historical development and its distinguishing features. Among the main conclusions of this dissertation is that despite India’s greater integration with the world, this occurs at a lower grade than that of other countries in similar levels of development. Even with recent progress, growth has not translated into major structural changes, as most of the population remains in poverty in the rural sector of the economy. The relatively low economic integration and the very gradual and planned opening of the economy of India, while maintaining low rates of external vulnerability, allows India to place some of the priorities of the nation's first, both in the framework of the macroeconomic regime, and in international forums. The opportunities for growth, especially through the external sector, should be considered in view of the sources of vulnerability and opportunities for structural changes that translate into better living conditions for its population.

The fast growth of science parks around the world has inspired many researchers to investigate the function and performance of science parks (SPs). Interestingly, mixed findings are reported on science park performance in the literature: some researchers found that SPs have benefits for the firms located on site; whereas other researchers doubt the benefits that SPs are claimed to have. This thesis aims to explain these mixed findings and proposes a relational approach to study the general view of interorganisational knowledge flows. The main research question to be answered is: How can the mixed findings of previous research studies regarding innovative performances of science park firms be explained? A sample of 52 new technology-based firms (NTBFs) situated in Gauteng was interviewed by means of structured questionnaires. Despite the fact that this research did not empirically confirm the theoretical explanation of the mixed findings found in science park literature, some issues raised in the recommendation section of this thesis could account for the mixed findings, namely differences in the scanning processes of new entrant firms, the nature of networking activities, services provided by SP management teams, academic-industry links and configurations of knowledge flows. The findings and recommendations of this study may help policy makers to further improve the design and functioning of science parks in emerging economies. / Thesis (PhD(Technology Management))--University of Pretoria, 2010. / Graduate School of Technology Management (GSTM) / unrestricted

The Country-of-Origin (COO) is an important factor to be considered for startup firms in their international expansion and development. This exploratory study focuses on the influence and impacts of the COO on Born Global startups from emerging economies in their internationalization process. The research provides a general picture about the theories connected to the COO and its impacts, as well as the different contexts which are the basis for the COO construct, such as the historical, economic and international contexts. The study is based on three case companies from Brazil, founded around the year of 2010. Besides understanding the COO effects faced by Global Born firms in international markets, this study also analyzes how these companies deal with this matter when implementing their internationalization plans. Moreover, the study also assesses the Global Born firms’ internationalization path, as well as their main motivators and influential factors. The findings about the influence of COO affects in Born Global startups from emerging markets are displayed in two phases: (1) the initial stage, when consumers still have little knowledge and experience with the products or services offered by the startups, therefore relying more on first perceptions such as the COO, and (2) a secondary stage, in which the companies have already interacted in the international market, and the companies and their products and services are already known by the market in some extent. This study’s findings suggest that the COO affects the startups in the first moments of their internationalization process, however the COO influences decreases as the startups develop, interact and exploit the new markets. The findings are presented from both a within-case perspective and a cross-case perspective. Furthermore, discussion of the findings, implications and suggestions for further research are provided.