Case study : the internationalization of MCI Group to Brazil

Internationalization of service firms constitutes a field of study which still lacks substantial study. The need to come up with analysis of how service firms go beyond borders is linked to the new business conditions provided by globalization. Recent theories have sought to understand the complex domain of service firms and the challenges and opportunities that they face when going abroad. This paper sets out to investigate the different aspects related to the internationalization of service firms, paying a special attention to the case of the global firm MCI Group, which constitutes an example of how a swiss-based communications and event management firm has developed strategies to become a global leader. The results obtained show that MCI Group applies a high degree of resource commitment in its internationalization strategy. Being a large company, it is also better able to cope with risks related to internationalization. The firm has 3 different entry-mode strategies. In Brazil, the strategy was to merge with a local firm. The company also follows a client-seeking mode of operating abroad. Cultural aspects also play an important role when choosing a firm to partner with