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Facing the challenges of nostalgia international markets
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Internationalization is a business strategy that normally aims at expanding the business of the firm outside its domestic market. It may also involve the creation of an integrated network of contacts and partners. The aim of this chapter involves a firm that distributes high-end wines and other alcoholic drinks to the domestic market and is seeking to expand its activities abroad. Taking into account the “nostalgia market,” with many Portuguese living throughout Europe, this chapter seeks to analyze how a Portuguese firm seeks to embrace the internationalization strategy
of serving these ex-pats, through local retailers, and afterwards the possibility of serving the market abroad using the contacts so far developed. As such, the firm seeks to serve both the ex-pats and the local market alike. The chapter analyzes the Spanish, French, and German market, and it is possible to conclude that France is the market with the higher likelihood of success, economically and culturally.
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IGI Global
Licença CC
Sem licença CC