Akhter, Syed H.; Fernando Pinto Barcellos, Paulo - In: European Business Review 23 (2011) 5, pp. 502-523
Purpose – The purpose of this paper is to apply the structure‐conduct‐performance theory and the strategic fit concept to examine the effects of globalization on markets, strategies, and performance of business‐to‐consumer firms in Brazil. Design/methodology/approach – The paper...