The objective of this work is to reflect on how the cultural variables can influence the internationalization process of a brand, and how the marketing strategy can be drawn through a balance between standardization and adaptation to, on one hand, obtain scale gains and, on the other hand, guarantee a certain appropriateness to the specificities of the consumer market in question. The case is organized as follows: first the history of the Vichy brand will be contextualized; then, its expansion process for the Brazilian market will be approached; and, finally, what are the future challenges for Vichy in Brazil.
|Publisher||The Case Centre|
|Number of pages||20|
|Publication status||Published - 2018|
|No.||Ref. no. 518-0144-1|
- International marketing