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 |
Files in This Item:
File | Description | Size | Format | |
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2024_25_fall_58809_Pedro_Miranda.pdf | 2,88 MB | Adobe PDF | View/Open |
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