Brazilian Secrets Hair Case
Fuente:
Redalyc
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| Formato: | Artículo científico |
| Lenguaje: | en |
| Publicado: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração
2020
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| Acceso en línea: | |
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| _version_ | 1876451050333929472 |
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| author | Lucyana Felicia |
| author_facet | Lucyana Felicia |
| contents | Brazilian Secrets Hair Case Lucyana Felicia Clarice Secches Kogut Renato Dourado Cotta de Mello Administración y Contabilidad teaching case cosmetics industry internationalization of firms International entrepreneurship internationalization behavioral theories This is a case for teaching focused on the internationalization process of Brazilian Secrets Hair (BSH), a company that has considered the world as its target market since its start, and is part of an ever-growing segment: the cosmetics industry. Upon understanding the company’s international expansion, the internationalization theories within the behavioral approach, such as the Uppsala theory, the network theory, the entrepreneurship perspective, and the effectuation logic, can be explored, answering questions related to market selection processes, entry mode choices, and global expansion strategy decisions. This case was based on primary and secondary data from a real company and was originally designed for international business classes of graduate courses. 2020 artículo científico 1415-6555 https://www.redalyc.org/articulo.oa?id=84063472007 https://www.redalyc.org/journal/840/84063472007/ https://www.redalyc.org/journal/840/84063472007/html/ https://www.redalyc.org/journal/840/84063472007/84063472007.epub https://www.redalyc.org/journal/840/84063472007/movil 10.1590/1982-7849rac2020180076 en http://www.redalyc.org/revista.oa?id=840 RAC - Revista de Administração Contemporânea application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração RAC - Revista de Administração Contemporânea (Brasil) Num.5 Vol.24 |
| format | Artículo científico |
| id | redalyc_84063472007 |
| institution | Redalyc |
| language | en |
| publishDate | 2020 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração |
| spellingShingle | Brazilian Secrets Hair Case Lucyana Felicia Administración y Contabilidad teaching case cosmetics industry internationalization of firms International entrepreneurship internationalization behavioral theories Brazilian Secrets Hair Case Lucyana Felicia Clarice Secches Kogut Renato Dourado Cotta de Mello Administración y Contabilidad teaching case cosmetics industry internationalization of firms International entrepreneurship internationalization behavioral theories This is a case for teaching focused on the internationalization process of Brazilian Secrets Hair (BSH), a company that has considered the world as its target market since its start, and is part of an ever-growing segment: the cosmetics industry. Upon understanding the company’s international expansion, the internationalization theories within the behavioral approach, such as the Uppsala theory, the network theory, the entrepreneurship perspective, and the effectuation logic, can be explored, answering questions related to market selection processes, entry mode choices, and global expansion strategy decisions. This case was based on primary and secondary data from a real company and was originally designed for international business classes of graduate courses. 2020 artículo científico 1415-6555 https://www.redalyc.org/articulo.oa?id=84063472007 https://www.redalyc.org/journal/840/84063472007/ https://www.redalyc.org/journal/840/84063472007/html/ https://www.redalyc.org/journal/840/84063472007/84063472007.epub https://www.redalyc.org/journal/840/84063472007/movil 10.1590/1982-7849rac2020180076 en http://www.redalyc.org/revista.oa?id=840 RAC - Revista de Administração Contemporânea application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração RAC - Revista de Administração Contemporânea (Brasil) Num.5 Vol.24 |
| title | Brazilian Secrets Hair Case |
| topic | Administración y Contabilidad teaching case cosmetics industry internationalization of firms International entrepreneurship internationalization behavioral theories |
| url | https://www.redalyc.org/articulo.oa?id=84063472007 https://www.redalyc.org/journal/840/84063472007/ https://www.redalyc.org/journal/840/84063472007/html/ https://www.redalyc.org/journal/840/84063472007/84063472007.epub https://www.redalyc.org/journal/840/84063472007/movil |