Product details

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Case
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Reference no. IMD-5-0748
Subject category: Marketing
Published by: Institute for Management Development (IMD)
Originally published in: 2009
Version: 17.03.2009
Length: 19 pages
Data source: Field research

Abstract

In January 2008, Marcio Luiz Simoes Utsch, President and CEO of Sao Paulo Alpargatas SA, and his management team are looking at how to turn Havaianas, a leading brand in rubber flip flops, into a major global brand. Learning objectives: the case looks at how a Brazilian footwear company is trying to build a global brand in a highly competitive industry.
Location:
Industry:
Size:
2007 revenues approx, USD800 million
Other setting(s):
2008

About

Abstract

In January 2008, Marcio Luiz Simoes Utsch, President and CEO of Sao Paulo Alpargatas SA, and his management team are looking at how to turn Havaianas, a leading brand in rubber flip flops, into a major global brand. Learning objectives: the case looks at how a Brazilian footwear company is trying to build a global brand in a highly competitive industry.

Settings

Location:
Industry:
Size:
2007 revenues approx, USD800 million
Other setting(s):
2008

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