Marketing innovation autonomy for subsidiaries in new products development: a case study in fixed telecom

This paper evaluates the subsidiary strategy and factors that influence the marketing autonomy for new products development in the telecom sector. The purpose of this investigation is to evaluate the subsidiary's strategy of global integration or local adaptation in its local unit in Brazil. As theoretical background, global integration strategies, standardisation and local adaptation references were used. The unique case study at local Telefonica subsidiary in Sao Paulo was investigated - Telefonica Negacios - segment of small and medium business units due to its market representativeness. At the case study, several marketing, product and innovation managers were interviewed. Other documental sources were also used. Results point out that regulation and competition favour the subsidiary's marketing autonomy for products and services development in the Brazilian local market.