Browsing by Author "Tamen, Catarina Carmona Antunes dos Santos"
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- The story of Vista Alegre Atlantis : how does a declining brand reposition for growth through internationalization?Publication . Tamen, Catarina Carmona Antunes dos Santos; Saraiva, GonçaloThis dissertation is about Vista Alegre Atlantis and the preponderant role that its internationalization strategies had, in a context of almost bankruptcy, accompanied by an economic crisis, in the brand’s reinsertion on a road to success. Focusing mainly on the strategies implemented by the company, one can understand that these rely on three actions: defining priority markets, partnerships with renown designers, and an increase and adaptation in product portfolio. With these strategies, the company aimed to turn this internationalization specialized and focused, create higher brand notoriety and, lastly, make its products available in more points of sale. According to the company, these objectives are essential for an effective brand internationalization. Thus, Vista Alegre Atlantis’ history is documented and analyzed with theoretical contents with the objective on being discussed in a classroom environment.