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Advisor(s)
Abstract(s)
This master thesis is divided into three main parts: case-study, literature review and
teaching notes. With the aim of provide a real business case to be used for class
discussion in a strategic/internationalization based courses, where students can apply
strategic frameworks and their knowledge.
NEXX was founded in 2001; the period until 2014 was of constant growth, with
increasing sales, employees and factory space. In order to leverage some strength
diversification and differentiation strategies were applied.
The growth has been constrained by different factors: physical limit of production or
lack of funding and bank support. The use of contract manufacturing, and factory
expansion were adopted to handle production.
The main guidelines for the brand have been: differentiation and searching for other
markets. By the end of 2014 NEXX was present in more than fifty countries.
The initial intent was to fulfill a gap in the international market with a clear vision of
quality, well designed, and well-priced helmets.
When this goal was achieved, more than just being among the best, the company wanted
to be among the five industry leaders before the year 2020.
How growth should be managed and strategy should be suited to achieve the desired
position are some of the most significant challenges.
The second part of this master thesis – literature review – contains the most relevant
theory to interpret and analyze the case-study, answering the assigned question present
on the last section. This last content – teaching notes – aims to provide guidance but also
possible solutions for the questions.