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Field lab on internationalization – market and competitiveness strategies for balancing tradition and strategic growth
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| 2.59 MB | Adobe PDF |
Orientador(es)
Resumo(s)
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 competition provide additional insights. The findings
demonstrate how legacy brands can achieve sustainable growth, maintain authenticity, and stay
competitive in diverse global markets.
Descrição
Palavras-chave
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