Renova black toilet paper: the creation of a global market space
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/9824 |
Resumo: | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics |
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Renova black toilet paper: the creation of a global market spaceInternational marketing strategyExportsStandardizationAdaptationA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe aim of this study is to research how can an international marketing strategy be simultaneously standardized and adapted to export markets. Moreover, it reveals that this strategy is more appropriate than the contingency approach, considering the case of a firm with very little expression in the global marketplace. A single case-study based on the export venture of Renova Black toilet paper was developed. In addition to the analysis of secondary data, interviews were conducted with 3 Renova managers, 3 trade customers and 10 consumers. Findings suggest that an international marketing strategy simultaneously standardized and adapted to new export markets forms a good fit with the existence of limited resources, light structure and centralized decision making possible due to firms’ reduced size. This study presents important insights for managers of small players in the global marketplace attempting to boost the internationalization process. It also broadens our understanding on the standardization versus adaptation debate using a fresh perspective.NSBE - UNLLages, Luis FilipeRUNCosta, André Moreira Gomes da2013-06-06T14:51:27Z2013-012013-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/9824enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:43:09Zoai:run.unl.pt:10362/9824Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:19:03.697709Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Renova black toilet paper: the creation of a global market space |
title |
Renova black toilet paper: the creation of a global market space |
spellingShingle |
Renova black toilet paper: the creation of a global market space Costa, André Moreira Gomes da International marketing strategy Exports Standardization Adaptation |
title_short |
Renova black toilet paper: the creation of a global market space |
title_full |
Renova black toilet paper: the creation of a global market space |
title_fullStr |
Renova black toilet paper: the creation of a global market space |
title_full_unstemmed |
Renova black toilet paper: the creation of a global market space |
title_sort |
Renova black toilet paper: the creation of a global market space |
author |
Costa, André Moreira Gomes da |
author_facet |
Costa, André Moreira Gomes da |
author_role |
author |
dc.contributor.none.fl_str_mv |
Lages, Luis Filipe RUN |
dc.contributor.author.fl_str_mv |
Costa, André Moreira Gomes da |
dc.subject.por.fl_str_mv |
International marketing strategy Exports Standardization Adaptation |
topic |
International marketing strategy Exports Standardization Adaptation |
description |
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-06-06T14:51:27Z 2013-01 2013-01-01T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/9824 |
url |
http://hdl.handle.net/10362/9824 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
dc.publisher.none.fl_str_mv |
NSBE - UNL |
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NSBE - UNL |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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