Internationalization strategies of Brazilian companies in the textile industry

The internationalization started to be seen as an opportunity for many companies, a strategic way to grow; therefore they assume different levels of commitment in the international market. This dissertation analyzes which internationalization strategies are being used by Brazilian companies in the textile industry and why these companies have chosen these strategies along the time line. The chosen method is a qualitative approach with semi-structured interviews. The companies chosen are Cia. Hering, Dudalina and Karsten; all three have long history in the textile industry and started to export at least more than 30 years ago. Analyzing the companies within the frame of Kraus theory (2000, 2006), it was possible found that the main strategies along the time were: exporting via private label manufacturing, FDI, exporting the own brand and franchising. The internationalization strategies of the companies in the beginning were related to the significant production capacity that boosted their exports, mainly exporting private label. Another remarkable fact was the positive moment of the Brazilian economy that facilitated their exports. Enjoying the positive moment, Cia. Hering and Karsten reached the most committed level of involvement in international operations. With no consolidate brand abroad therefore the Asian competition and not favorable currency exchange rates, they had to return and operate mainly to the domestic market. The companies had no consolidate strategy in the beginning; nevertheless now, all them are concerned in building stronger brands than in past, since they are leaving or at least decreasing the private label exports. The companies have changed focus from production to the market