Publication
Vichy goes to Brazil: the road to success
| dc.contributor.author | Silva, Susana C. | |
| dc.contributor.author | Lima, Dayane Gôuvea | |
| dc.contributor.author | Correia, Juliana Teixeira | |
| dc.date.accessioned | 2021-05-13T15:46:20Z | |
| dc.date.available | 2021-05-13T15:46:20Z | |
| dc.date.issued | 2019-12-06 | |
| dc.description.abstract | 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. | pt_PT |
| dc.description.version | info:eu-repo/semantics/acceptedVersion | pt_PT |
| dc.identifier.doi | 10.1108/EEMCS-10-2018-0212 | pt_PT |
| dc.identifier.eid | 85197213618 | |
| dc.identifier.issn | 2045-0621 | |
| dc.identifier.uri | http://hdl.handle.net/10400.14/33104 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.subject | International marketing | pt_PT |
| dc.subject | Internationalization | pt_PT |
| dc.subject | Adaptation | pt_PT |
| dc.subject | Standardization | pt_PT |
| dc.subject | Repositioning | pt_PT |
| dc.subject | Brazil | pt_PT |
| dc.title | Vichy goes to Brazil: the road to success | pt_PT |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| oaire.citation.issue | 4 | pt_PT |
| oaire.citation.title | Emerald Emerging Markets Case Studies | pt_PT |
| oaire.citation.volume | 9 | pt_PT |
| person.familyName | Silva | |
| person.givenName | Susana C. | |
| person.identifier | E-2200-2014 | |
| person.identifier.ciencia-id | 5818-1A55-F727 | |
| person.identifier.orcid | 0000-0001-7979-3944 | |
| person.identifier.rid | E-2200-2014 | |
| person.identifier.scopus-author-id | 37076829400 | |
| rcaap.rights | restrictedAccess | pt_PT |
| rcaap.type | article | pt_PT |
| relation.isAuthorOfPublication | 42214927-65c3-42a2-98ea-ae8c3a3eae19 | |
| relation.isAuthorOfPublication.latestForDiscovery | 42214927-65c3-42a2-98ea-ae8c3a3eae19 |
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