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Vichy goes to Brazil: the road to success
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| 1.22 MB | Adobe PDF |
Orientador(es)
Resumo(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.
Descrição
Palavras-chave
International marketing Internationalization Adaptation Standardization Repositioning Brazil