Case study on international business strategy for Liorente & Cuenca

Abstract

The present Work Project consists in a Case Study and the respective Teaching Note about the Internationalization Process in Latin America of Llorente & Cuenca. The Case Study is focused on the company’s three most important internationalization stages and how they are connected with the evolution of the public relations industry and the Latin American markets. The main teaching objectives that can be extracted from the Case Study are: motives, location and timing to internationalize; the Blue Ocean Strategy, entry modes; environment analysis and global strategy and international human resources management. The Work Project can be useful in undergraduate and graduate courses of strategy and international business, since it illustrates a real example of how different strategies apply to different internationalization stages.