Open AccessThis paper aims to discuss the theories of internationalization and competitiveness, the positioning of a Brazilian company from agribusiness industry, exporting meat and food that has become a major global player in this industry JBS - Friboi. This company has been internationalized very fast in recent years and become a global leader in beef production, the second to the production of chicken meat and third largest producer of pork in the U.S. (JBS, 2010). The case is emblematic of JBS when analyzed under the concept of Porter's diamond applied to Brazil. This company gained scale and competitiveness with the access to natural resources of prodution (condition factor), but now it is necessary for maintenance its leading position, it requires a strategy grounded in innovation beyond just scale and operational excellence).