LOW-COST STRATEGIES IN THE CONTEXT OF GLOBAL MARKET DYNAMICS

The globalization process has generated an increase of the international competition, fact that influenced the strategies adopted by the firms. As a consequence, the multinational companies, looking for competitive advantages, decided to locate their production in less developed or developing countries, with low costs of labor force and raw materials. The purpose of this article is not only to analyze the impact that the relocation of production has on the macroeconomic level, but also to determine the consumers’ perceptions and their responses to the challenges generated by this process.