Vichy goes to Brazil: the road to success

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

http://hdl.handle.net/10400.14/33104

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Authors

Silva, Susana C.

Lima, Dayane Gôuvea

Correia, Juliana Teixeira

Abstract(s)

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.