Vichy: entering the brazilian market

Susana Costa e Silva, Dayane Gouvêa de Lima, Juliana Correia

Research output: Working paper


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.
Original languageEnglish
PublisherThe Case Centre
Number of pages20
Publication statusPublished - 2018

Publication series

NameCase Center
No.Ref. no. 518-0144-1


  • International marketing
  • Internationalization
  • Adaptation
  • Standardization
  • Repositioning
  • Brazil


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