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SME competitiveness: internationalization of Josefinas to Japan
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Resumo(s)
This thesis was developed with the goal of exploring an internationalization strategy of
Josefinas to Asia. Therefore, data has been collected regarding the brand’s competitive
advantage, followed by the selection of the market that the brand should internationalize to, in
this case Japan, and the respective analysis of the Japanese market. Finally, an
implementation strategy was suggested, where the entry mode and the resources needed for a
successful internationalization of the brand to the Japanese luxury footwear market are
approached.
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Palavras-chave
Josefinas Internationalization Japan Luxury footweat