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Grupo Britt N.V.: should it seek to expand business in the USA?

Grupo Britt N.V.: should it seek to expand business in the USA? PurposeThe purpose of this case study is to describe the Costa Rican coffee roaster and retail company Grupo Britt and provides sufficient information for readers to discuss the company's growth options in the US and Latin American markets. It has been prepared to facilitate discussion and learning about appropriate growth strategies and the building, positioning and branding of companies from emerging economies within the internationalization processes.Design/methodology/approachThe case study is based on primary research conducted in conjunction with the company, including interviews with senior management and an ample review of documents. Secondary research was also conducted into the relevant environmental, industry and competitor trends and characteristics.FindingsThe case presents the ways in which Grupo Britt has been successful in developing a new business model based on the concept of a “sense of place.” This translates as meaning that the company generates products and services that highlight the particular characteristics of the place(s) in which it operates.Originality/valueThis is a complex, in‐depth case study suitable for use with advanced MBA students and practitioners. Depending on the aims of the instructor, different aspects of the case can be highlighted and it can be used in a course or module focussing on strategies for growth or internationalization, international business or marketing, or brand management http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Academia Revista Latinoamericana de Administración Emerald Publishing

Grupo Britt N.V.: should it seek to expand business in the USA?

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1012-8255
DOI
10.1108/ARLA-07-2013-0104
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this case study is to describe the Costa Rican coffee roaster and retail company Grupo Britt and provides sufficient information for readers to discuss the company's growth options in the US and Latin American markets. It has been prepared to facilitate discussion and learning about appropriate growth strategies and the building, positioning and branding of companies from emerging economies within the internationalization processes.Design/methodology/approachThe case study is based on primary research conducted in conjunction with the company, including interviews with senior management and an ample review of documents. Secondary research was also conducted into the relevant environmental, industry and competitor trends and characteristics.FindingsThe case presents the ways in which Grupo Britt has been successful in developing a new business model based on the concept of a “sense of place.” This translates as meaning that the company generates products and services that highlight the particular characteristics of the place(s) in which it operates.Originality/valueThis is a complex, in‐depth case study suitable for use with advanced MBA students and practitioners. Depending on the aims of the instructor, different aspects of the case can be highlighted and it can be used in a course or module focussing on strategies for growth or internationalization, international business or marketing, or brand management

Journal

Academia Revista Latinoamericana de AdministraciónEmerald Publishing

Published: Nov 18, 2013

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