Volume 6 - Volume 6
INTERNATIONALIZATION OF A FOOTWEAR COMPANY BY LOYAL SHOPS: CASE STUDY
Abstract
Globalization and increased global competition have affected the Brazilian economy and in particular the footwear industry, making the market more competitive and causing many industries to redesign their strategies. One of this strategies is the internationalization of the business. This paper presents a case study in a company of the footwear industry, analyzing how the company led its process of internationalization, relying on customized stores. The research methodology was the case study, supported by literature review and unstructured interviews with four members of the Board of the company. The results pointed out that the process can be held in conjunction with customers who already work with the brand in other countries, firming up a partnership for the establishment of exclusive brand stores. the main conclusion is that the company must move on with the internationalization process, due to impressive results even with few shops.
Paper Details
PaperID: p 2991-3004
Author's Name: Alexandre Aloys Matte Junior, Roberto Tadeu Ramos Morais and Miguel Afonso Sellitto
Volume: Volume 6
Issues: Volume 6
Keywords: Internationalization. Custom Stores. Footwear industry.
Year: 2016
Month: June
Pages: 2991-3004