Brazilian Secrets Hair Case
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | RAC. Revista de Administração Contemporânea (Online) |
Texto Completo: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552020000500474 |
Resumo: | ABSTRACT This is a case for teaching focused on the internationalization process of Brazilian Secrets Hair (BSH), a company that has considered the world as its target market since its start, and is part of an ever-growing segment: the cosmetics industry. Upon understanding the company’s international expansion, the internationalization theories within the behavioral approach, such as the Uppsala theory, the network theory, the entrepreneurship perspective, and the effectuation logic, can be explored, answering questions related to market selection processes, entry mode choices, and global expansion strategy decisions. This case was based on primary and secondary data from a real company and was originally designed for international business classes of graduate courses. |
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Brazilian Secrets Hair Caseinternational entrepreneurshipinternationalization of firmscosmetics industryinternationalization behavioral theoriesteaching caseABSTRACT This is a case for teaching focused on the internationalization process of Brazilian Secrets Hair (BSH), a company that has considered the world as its target market since its start, and is part of an ever-growing segment: the cosmetics industry. Upon understanding the company’s international expansion, the internationalization theories within the behavioral approach, such as the Uppsala theory, the network theory, the entrepreneurship perspective, and the effectuation logic, can be explored, answering questions related to market selection processes, entry mode choices, and global expansion strategy decisions. This case was based on primary and secondary data from a real company and was originally designed for international business classes of graduate courses.Associação Nacional de Pós-Graduação e Pesquisa em Administração2020-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552020000500474Revista de Administração Contemporânea v.24 n.5 2020reponame:RAC. Revista de Administração Contemporânea (Online)instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)instacron:ANPAD10.1590/1982-7849rac2020180076info:eu-repo/semantics/openAccessFelicia,LucyanaKogut,Clarice SecchesMello,Renato Dourado Cotta deeng2020-06-22T00:00:00Zoai:scielo:S1415-65552020000500474Revistahttps://rac.anpad.org.br/index.php/racONGhttps://rac.anpad.org.br/index.php/rac/oairac@anpad.org.br1982-78491415-6555opendoar:2020-06-22T00:00RAC. Revista de Administração Contemporânea (Online) - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)false |
dc.title.none.fl_str_mv |
Brazilian Secrets Hair Case |
title |
Brazilian Secrets Hair Case |
spellingShingle |
Brazilian Secrets Hair Case Felicia,Lucyana international entrepreneurship internationalization of firms cosmetics industry internationalization behavioral theories teaching case |
title_short |
Brazilian Secrets Hair Case |
title_full |
Brazilian Secrets Hair Case |
title_fullStr |
Brazilian Secrets Hair Case |
title_full_unstemmed |
Brazilian Secrets Hair Case |
title_sort |
Brazilian Secrets Hair Case |
author |
Felicia,Lucyana |
author_facet |
Felicia,Lucyana Kogut,Clarice Secches Mello,Renato Dourado Cotta de |
author_role |
author |
author2 |
Kogut,Clarice Secches Mello,Renato Dourado Cotta de |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Felicia,Lucyana Kogut,Clarice Secches Mello,Renato Dourado Cotta de |
dc.subject.por.fl_str_mv |
international entrepreneurship internationalization of firms cosmetics industry internationalization behavioral theories teaching case |
topic |
international entrepreneurship internationalization of firms cosmetics industry internationalization behavioral theories teaching case |
description |
ABSTRACT This is a case for teaching focused on the internationalization process of Brazilian Secrets Hair (BSH), a company that has considered the world as its target market since its start, and is part of an ever-growing segment: the cosmetics industry. Upon understanding the company’s international expansion, the internationalization theories within the behavioral approach, such as the Uppsala theory, the network theory, the entrepreneurship perspective, and the effectuation logic, can be explored, answering questions related to market selection processes, entry mode choices, and global expansion strategy decisions. This case was based on primary and secondary data from a real company and was originally designed for international business classes of graduate courses. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-09-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552020000500474 |
url |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552020000500474 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
10.1590/1982-7849rac2020180076 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
Associação Nacional de Pós-Graduação e Pesquisa em Administração |
publisher.none.fl_str_mv |
Associação Nacional de Pós-Graduação e Pesquisa em Administração |
dc.source.none.fl_str_mv |
Revista de Administração Contemporânea v.24 n.5 2020 reponame:RAC. Revista de Administração Contemporânea (Online) instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) instacron:ANPAD |
instname_str |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
instacron_str |
ANPAD |
institution |
ANPAD |
reponame_str |
RAC. Revista de Administração Contemporânea (Online) |
collection |
RAC. Revista de Administração Contemporânea (Online) |
repository.name.fl_str_mv |
RAC. Revista de Administração Contemporânea (Online) - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
repository.mail.fl_str_mv |
rac@anpad.org.br |
_version_ |
1754209053751377920 |