Case study

: Futah's journey in global seas and sunny skies!

Abstract

This master's thesis investigates the internationalization strategies of Futah - a Portuguese SME known for its unique beach towels. Despite the advantages of globalization and digitalization, Futah faced significant challenges in establishing a strong international presence. Through a case study, this research explores the dynamic interplay between theory and practice within the context of SME internationalization, focusing on how digital transformation has influenced Futah9s competitive positioning in global markets. The study identifies the strategic decisions and obstacles Futah encountered in its international expansion, examining the role of digital tools in enhancing market reach and customer engagement. It also discusses strategic adaptations necessary to overcome barriers such as market entry complexities and the integration of offline and online strategies. The thesis contributes to the academic discourse by providing insights into the practical application of international management theories in real world settings, offering recommendations for SMEs aiming to achieve sustainable growth and a competitive edge in global markets. The findings underscore the importance of a balanced approach to digital and traditional methods, suggesting pathways for Futah and similar companies to navigate the complexities of global expansion effectively.

Date of Award	26 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Cardeal (Supervisor)