Portuguese language
Subject category:
Marketing
Originally published in:
2018
Version: 25-Sep-2018
Length: 5 pages
Data source: Field research
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Abstract
This is a Portuguese version. The objective of this work is to reflect on how the cultural variables can influence the internationalization process of a brand, and how the marketing strategy can be drawn through a balance between standardization and adaptation to, on one hand, obtain scale gains and, on the other hand, guarantee a certain appropriateness to the specificities of the consumer market in question. The case is organized as follows: first the history of the Vichy brand will be contextualized; then, its expansion process for the Brazilian market will be approached; and, finally, what are the future challenges for Vichy in Brazil.
Subject category:
Marketing
Originally published in:
2018
Version: 25-Sep-2018
Length: 5 pages
Data source: Field research
Subject category:
Marketing
Originally published in:
2018
Version: 20-Nov-2018
Length: 5 pages
Data source: Field research
Subject category:
Marketing
Originally published in:
2018
Version: 20-Nov-2018
Length: 20 pages
Data source: Field research
About
Abstract
This is a Portuguese version. The objective of this work is to reflect on how the cultural variables can influence the internationalization process of a brand, and how the marketing strategy can be drawn through a balance between standardization and adaptation to, on one hand, obtain scale gains and, on the other hand, guarantee a certain appropriateness to the specificities of the consumer market in question. The case is organized as follows: first the history of the Vichy brand will be contextualized; then, its expansion process for the Brazilian market will be approached; and, finally, what are the future challenges for Vichy in Brazil.
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Related
Subject category:
Marketing
Originally published in:
2018
Version: 25-Sep-2018
Length: 5 pages
Data source: Field research
Subject category:
Marketing
Originally published in:
2018
Version: 20-Nov-2018
Length: 5 pages
Data source: Field research
Subject category:
Marketing
Originally published in:
2018
Version: 20-Nov-2018
Length: 20 pages
Data source: Field research