Please use this identifier to cite or link to this item: http://hdl.handle.net/10362/181619
Title: Field Lab on Internationalization - leadership strategies for balancing tradition and strategic growth
Author: Miranda, Pedro Estêvão
Advisor: Portas, Paulo Sacadura Cabral
Keywords: Expansion
Growth
Globalization
Markets
Entry
International
Cross-border
Foreign investment
Global reach
Export
Legacy
Craftsmanship
Artisanal
Tradition
Cultural
Heritage
Authenticity
Preservation
Strategy
Opportunities
Competitiveness
Positioning
Development
Partnerships
Investments
Defense Date: 10-Jan-2025
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.
URI: http://hdl.handle.net/10362/181619
Designation: Work Project, presented as part of the requirements for the Award of a Master’s degree in International Development and Public Policy from the Nova School of Business and Economics
Appears in Collections:NSBE: Nova SBE - MA Dissertations

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