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The objective of this study was to understand the changes that took place in large multinational industries acting in the physical world that, by adopting e-business, started acting in the virtual world, as well as the needs that led to this adoption. Method: multi-case study with two companies, a national industry (“A”) and a subsidiary of a developed country (“B”) in Brazil. Results: In terms of motivation, both companies mentioned an increase in revenue, but “B” highlighted its alignment with global strategy, focused on innovation and e-business, as a “showcase” of the company’s innovative side. Logistical transformations: “A” hired a logistics operator; “B” developed internally adapted logistics, taking advantage of knowledge from its headquarters.

Changes in Multinational Industrial Enterprises through the Adoption of Innovation: Case of E-Business in Brazilian and Foreign Capital Companies