Silva, Susana C.Lima, Dayane GôuveaCorreia, Juliana Teixeira2021-05-132021-05-132019-12-062045-0621http://hdl.handle.net/10400.14/33104The 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.engInternational marketingInternationalizationAdaptationStandardizationRepositioningBraziljournal article10.1108/EEMCS-10-2018-021285197213618