Home Scape Home
: a SME playing in the global board game market

  • Alejandro René Behrens Melgar (Student)

Student thesis: Master's Thesis

Abstract

The Dissertation explores the internationalization of small and medium enterprises (SMEs) through a Case Study on Home Scape Home (HSH), a French board game company that transforms traditional gaming into digital. This unique formula of combining actual board games with internet verification and activity for clues has provided HSH real success domestically. Nonetheless, as HSH endeavors to go global, it faces considerable challenges stemming from the difficulties associated with operating in new markets and adapting its brand to local cultures to remain competitive. The Case Study traces HSH's strategic trajectory, assesses its international business model fit, and evaluates its operational, marketing, and distribution strategies. The literature review addresses topics related to the issues raised by the case, such as innovation, social responsibility, and consumer engagement through SME internationalization, with a focus on sustainability and digital disadvantages. The analysis provided in the Teaching Note suggests that SMEs can revitalize global competitiveness by embedding technological advancements and sustainable practices into their corporate strategies, complemented by flexibility in market adaptation. The major recommendations for HSH to expand globally include using digital marketing channels, fostering collaboration with strategic partners, and benefiting from rising demand for ethical products. Through these findings, a blueprint is proposed by which HSH, and other similar SMEs, can escalate growth without sacrificing brand integrity or product quality in an often-merciless international market.
Date of Award24 Oct 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorNuno Magalhães Guedes (Supervisor)

Keywords

  • Internationalization
  • CSR
  • Sustainability
  • E-Commerce
  • Board games
  • Innovation

Designation

  • Mestrado em Gestão e Administração de Empresas

Cite this

'