Targeting Brazilian Market through Digital Branding Strategies: The Relevance of the Cultural Dimension
Read full paper at: http://www.scirp.org/journal/PaperInformation.aspx?PaperID=52996#.VK8-4cnQrzE Author(s) Lilian Maria de Souza Almeida Affiliation(s) Academic Department, CETEC Educacional-ETEP Faculdades, Sao Jose dos Campos, Brazil . ABSTRACT While Internet has been achieving its omnipresence worldwide and offering to companies the opportunity of trading in a “no-borders” market, global brands, and those aspiring to become global, face the challenge of dealing with significant cultural differences. Emergent economies account for one of the greatest opportunities for global brands interested in extending their business overseas through digital channels. Among these economies, Brazil has been receiving special focus lately as a promising consumer market. Working from a theoretical point of view through literature and simultaneously examining companies as potential paradigms, this study aims to provide suggestions for globa...