The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Facing the Challenges of Nostalgia International Markets
|
|
Author(s): António Carrizo Moreira (University of Aveiro, Portugal), Vitor Alves (University of Aveiro, Portugal), Tatiana Martins (University of Aveiro, Portugal), João Branco Pereira (University of Aveiro, Portugal)and Sónia Conceição (University of Aveiro, Portugal)
Copyright: 2018
Pages: 29
Source title:
Enhancing Competitive Advantage With Dynamic Management and Engineering
Source Author(s)/Editor(s): Carolina Machado (University of Minho, Portugal)and J. Paulo Davim (University of Aveiro, Portugal)
DOI: 10.4018/978-1-5225-5360-1.ch002
Purchase
|
Abstract
Internationalization is a business strategy that normally aims at expanding the business of the firm outside its domestic market. It may also involve the creation of an integrated network of contacts and partners. The aim of this chapter involves a firm that distributes high-end wines and other alcoholic drinks to the domestic market and is seeking to expand its activities abroad. Taking into account the “nostalgia market,” with many Portuguese living throughout Europe, this chapter seeks to analyze how a Portuguese firm seeks to embrace the internationalization strategy of serving these ex-pats, through local retailers, and afterwards the possibility of serving the market abroad using the contacts so far developed. As such, the firm seeks to serve both the ex-pats and the local market alike. The chapter analyzes the Spanish, French, and German market, and it is possible to conclude that France is the market with the higher likelihood of success, economically and culturally.
Related Content
|
.
© 2023.
12 pages.
|
|
.
© 2023.
24 pages.
|
|
.
© 2023.
16 pages.
|
|
.
© 2023.
17 pages.
|
|
.
© 2023.
15 pages.
|
|
.
© 2023.
12 pages.
|
|
.
© 2023.
19 pages.
|
|
|