Title BOS Brands : challenges of internationalisation / Christopher James Human, (Graduate School of Business, University of Cape Town, Cape Town, South Africa), and Geoff Bick, (Graduate School of Business, University of Cape Town, Cape Town, South Africa)

Published Bingley, U.K. : Emerald Group Publishing Limited, 2016 ©2016

Online access available from: Emerald Emerging Markets    View Resource Record

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Description 1 online resource (13 pages) : 32 illustrations Series Emerald emerging markets case studies, 2045-0621 ; volume 6, issue 4 Summary This teaching case focuses on the field of marketing, particularly, the situation of building a global brand as SME internationalizing from an emerging market. It is recommended for postgraduate and post-experience students, for example, in MBA programmes and executive education courses. BOS Brands provides an interesting case on the internationalisation experience of a Born Global firm, particularly from an emerging market context. This medium-sized South African business develops, distributes and markets Rooibos-based beverages in Southern Africa and Europe, with eyes on a broader global presence. The case provides insights into the strategic decisions required to successfully take a medium-sized business into competitive foreign markets without the capital and support enjoyed by many larger multinational corporations. Among other issues, BOS Brands provides fertile ground to explore the selection of target country and entry mode, overcoming cultural and physical distance, opportunity recognition and the roles of networks and innovation Notes The expected learning outcomes are to: analyse the decision-making process of the internationalising SME in terms of internationalisation factors, timing and phases and evaluation of potential target countries and entry mode options and launch marketing approach; understand the complexities of marketing in a foreign cultural and business context (including cultural and physical distance); and develop alternative marketing strategies for an entrepreneurial SME to grow internationally given limited resources Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes Bibliography Includes bibliographical references and index Audience It is recommended for postgraduate and post-experience students, for example, in MBA programmes and executive education courses Subject Export marketing Small business Entrepreneurship Business & Economics -- Commerce. Economic theory & philosophy. Genre/Form Case studies. Form Electronic book Author Bick, Geoff, author

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