This research shall analyse the implementation of a new product and an entrepreneurial business model in Brazil of the 90's and endeavour to trace cause and effect relations by means of the elaboration of scenarios. To ensure effectiveness, the methodology foresees a combination of inductive and deductive techniques. This choice arises from an understanding that it this is the best way to analyse a complex environment such as that of Brazil which, despite linguistic unity, comprises significant

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... distinctions in each of its five regions. It is herein expected to bring forth an improved understanding of studies, related to the set up of information technology companies in the Brazilian territory, and pinpoint this market´s peculiarities to possible entrants, regardless of their segment.