Product details

This case is a follow-up to an earlier case titled 'Sodacious goes International'. In the first case, Sodacious, a fictitious manufacturer of healthy, life-style beverages, takes the first steps towards international markets. In the present case, Sodacious has made a decision to enter Germany and is faced with a series of typical challenges for this stage. Sodacious, in particular the expatriate they sent to Germany in order to develop the local business, is torn between standardization pressures and adaptation needs. Questions that are typical for this phase arise: Should we adapt our products to meet the demands of local consumers? In which areas of the marketing-mix should we adapt, and to what degree? Are we giving up the efficiencies of standardization? This case can be used in a variety of international business or international marketing courses at both graduate and undergraduate levels. The case can also be used in order to teach more specialized topics such as international market entry strategies.