Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10400.14/33104
Título: | Vichy goes to Brazil: the road to success |
Autor: | Silva, Susana C. Lima, Dayane Gôuvea Correia, Juliana Teixeira |
Palavras-chave: | International marketing Internationalization Adaptation Standardization Repositioning Brazil |
Data: | 6-Dez-2019 |
Resumo: | The objective of this case was to study how the cultural variables can influence the internationalization process of a brand, and how the marketing strategy can be designed balancing standardization and adaptation in order to not only achieve scale gains, but also guarantee a certain level of appropriateness to the characteristics of the consumer market being considered. The case was organized as follows: first the history of the Vichy brand is contextualized; then, its expansion process for the Brazilian market is approached; and, finally, the future challenges for Vichy in Brazil are discussed. |
Peer review: | yes |
URI: | http://hdl.handle.net/10400.14/33104 |
DOI: | 10.1108/EEMCS-10-2018-0212 |
ISSN: | 2045-0621 |
Aparece nas colecções: | CEGE - Artigos / Articles |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
---|---|---|---|---|
Vichy_case_study_17May.pdf | 1,25 MB | Adobe PDF | Ver/Abrir Acesso Restrito. Solicitar cópia ao autor! |
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