Vichy goes to Brazil: the road to success

Susana C. Silva, Dayane Gôuvea Lima, Juliana Teixeira Correia

Resultado de pesquisarevisão de pares

2 Transferências (Pure)

Resumo

The objective of this case was to study how the cultural variables can influence the internationalization process of a brand, and how the marketing strategy can be designed balancing standardization and adaptation in order to not only achieve scale gains, but also guarantee a certain level of appropriateness to the characteristics of the consumer market being considered. The case was organized as follows: first the history of the Vichy brand is contextualized; then, its expansion process for the Brazilian market is approached; and, finally, the future challenges for Vichy in Brazil are discussed.
Idioma originalEnglish
RevistaEmerald Emerging Markets Case Studies
Volume9
Número de emissão4
DOIs
Estado da publicaçãoPublished - 6 dez 2019

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