A expatriação tem sido uma maneira eficiente de conduzir os negócios internacionais. Diversas pesquisas mostram, entretanto, os insucessos do processo, principalmente por efeito da necessidade de adaptação do empregado em outro país. Sugerem-se, pois, novos olhares teóricos para entender o processo de expatriação, tais como a teoria de sensemaking de Weick (1995). Com o objetivo de analisar o processo de expatriação à luz da teoria de sensemaking de Weick (1995), esse ensaio teórico apresenta argumentos que corroboram o entendimento de que a expatriação não é somente uma questão de adaptação do empregado e que as ferramentas gerenciais disponíveis não contribuem nem para o ajustamento do indivíduo, nem para o sucesso da expatriação. Esta relaciona-se com a criação de sentido e de uma identidade para o indivíduo, características importantes no desenvolvimento de sensemaking. Entende-se, portanto, que a adaptação do expatriado se vincula ao que a nova realidade passa a representar para ele e que as relações criadas facilitam o processo adaptativo. Como contribuição gerencial, mostra-se a simplicidade do conceito de expatriação, o qual é enquadrado em uma ideia temporal e territorial, evidenciando-se mais amplo do que concebido pela literatura.
Brand transgressions might put at risk some of companies’ most important achievements: a high awareness brand and loyal customers’ trust. High awareness brands may suffer from the effects of a functional transgression on customers’ trust and perception regarding an organization’s capacity to keep its promises, as well as the relationship developed with loyal customers. A common outcome of a product functional transgression is government intervention asking for a product recall. The voluntary recall is an alternative to handle brand transgressions, but less common than mandatory product recalls. This paper adds to the literature by theoretically discussing and empirically analyzing how the relationship status of a first-time or loyal customer with a high awareness brand affects consumers’ trust after a functional transgression. Additionally, it examines the moderation effect of response to a functional transgression on the relation between trust’s components—competence, integrity, and benevolence. Through an experimental study 2 (company’s response: passive strategy; voluntary product recall) × 2 (relationship: loyal; first-time) × between-subjects design, the findings indicate that after a high awareness brand transgression, loyal consumers perceive greater competence, integrity, and benevolence in the brand than first-time consumers. When a transgression is followed by a passive strategy in which the transgressor company is aware of a malfunction and decides not to take any action to remediate the situation, loyal consumers have higher integrity and benevolence-based trust perception than first-time consumers. As voluntary recall takes place, loyal and first-time consumers’ perceptions of integrity and benevolence increase, and first-time consumers reach the same levels as loyal consumers, which suggests voluntary product recall is an effective trust recovery strategy for a high awareness brand.
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