Product adaptations in the internationalization process of the furniture sector companies in the South of Brazil/Adaptacoes de produto no processo de internacionalizacao de empresas gauchas do Setor Moveleiro

Sustainability deserves more attention from companies, not only in their market relations but also in their product development strategies, especially those related with brands and packaging. This study analyzed the product adaptations demanded on the exporting efforts of seven furniture companies of the state of Rio Grande do Sul in the South of Brazil. To do this a multiple case study was carried out involving in depth interviews, observation techniques and analysis of documents. The data collected were analyzed for content and categories were defined considering the literature on the subject and opinions of specialists. Main results show the product adaptations needs regarding brand and package. It were identified a lot of package adaptations, due to long distances and goods handle. It were also identified a preference by use the brand globally; however, the companies can use the customer brand..