| Summary: | Sustaintability is deserving more attention from companies, not only in their market relations but also in their product development strategies, specially 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 showed that most companies do not have a defined and deliberated strategy to act in the international scenario and most adaptations were related to product, brands and packaging were made according to requests from importers and aimed, basically.
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