Field Lab on Internationalization - leadership strategies for balancing tradition and strategic growth

Abstract

This report examines the internationalization strategy of Ceravence, a Portuguese heritage brand with more than one hundred years of artisanal craftsmanship and cultural values. It explores expansion into Denmark and Kuwait, balancing growth with identity preservation. Combining qualitative and quantitative research, the study highlights opportunities such as eco-conscious product lines for Scandinavian sustainability trends and bespoke luxury collections inspired by Middle Eastern art. Teaching notes on leadership provide additional insights. The findings demonstrate how legacy brands can achieve sustainable growth, maintain authenticity, and stay competitive in diverse global markets.