The concept of pivotal helix in internationalization ecosystems and the role of export promotion agencies

Objective: This study examines the institutional role of ApexBrasil within the Brazilian internationalization ecosystem (INT-E), identifying emerging patterns, key relationships, and unexplored perspectives. Method: Employing a grounded theory approach, the research combined semi-structured interviews and documental analysis. Content and thematic analysis integrated a priori categories from the literature with insights from interviews. An iterative process refined the interview protocol and emphasized emerging themes, constructing a theory on ApexBrasil’s institutional role. Main Results: The study introduces the concept of the Pivotal Helix, positioning ApexBrasil as a central axis within the INT-E. Unlike traditional models where government, academia, civil society, and industry function independently, ApexBrasil integrates these helices, fostering collaboration and mutual reinforcement. This pivotal role enables the agency to connect diverse stakeholders, driving internationalization initiatives with a systemic approach. Relevance / Originality: Prior research has examined internationalization and support mechanisms in relation to company performance, but significant gaps remain regarding the dynamics of business ecosystems (BE) and Export Promotion Agencies’ (EPAs) roles. This study addresses these gaps, particularly focusing on ApexBrasil’s contributions beyond conventional market connections. Theoretical / Methodological Contributions: ApexBrasil challenges traditional theories on ecosystems and helix dynamics. Within the System S framework, it acts as a pivotal axis, bridging helices and fostering an internationalization-oriented BE while serving as a public policy executor and helix representative.