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Author Sirimarco, Paula Holanda Cavalcanti, author

Title Expansion to foreign markets : Usaflex / authored by Paula Holanda Cavalcanti Sirimarco (IAG Business School, Pontifical Catholic University of Rio de Janeiro, Rio de Janeiro, Brazil), and Luiza Neves Marques da Fonseca (IAG Business School, Pontifical Catholic University of Rio de Janeiro, Rio de Janeiro, Brazil)
Published Bingley, U.K. : Emerald Publishing Limited, 2020
©2020
Online access available from:
Emerald Emerging Markets    View Resource Record  

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Description 1 online resource (5 pages) : 21 illustrations ; cm
Series Emerald emerging markets case studies, 2045-0621 ; volume 10, issue 2
Notes The case seeks to meet the following educational objectives: provide an understanding of the problems and opportunities faced by a company doing business in a rapidly expanding emerging market. Understand how the foreign environment and industry practices impinge on the company's strategic conduct. Develop the ability to evaluate strategic internationalization decisions in light of considerations related to uncertainty, risk and commitment. Provide for the application of internationalization theories to a real case involving an emerging country company. Discuss new strategies for international market expansion
This case study is about the strategic change of the Usaflex brand and how it impacted its national and international expansion. Usaflex is a Brazilian footwear company founded in 1998 and acquired in 2016 by a group of partners. The new managers started an accelerated process of national and international expansion. In the domestic market, the company adopted the franchise system and in the international market used licensed stores. In addition, the new management implemented a series of modifications, changing the positioning, design and product variety, as well as the communication strategy. This process took place in a highly negative context, with the domestic market suffering the impact of a strong recession and Brazilian footwear exports losing competitiveness in the international market
The targeted audience of this case is undergraduate and MBA students of Business Management courses, specifically on International Business courses
Teaching Notes are available for educators only
Bibliography Includes bibliographical references and index
Notes Print version record
Subject Footwear industry -- Brazil
International business enterprises -- Brazil.
Export marketing -- Brazil
Business planning -- Brazil
Business & Economics -- Industries / Manufacturing.
Textile industries.
Form Electronic book
Author da Fonseca, Luiza Neves Marques, author