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Luxury strategy of perfume brands in emerging markets: an exploratory study of luxury brands in the perfumes sector in Brazil
In recent years, emerging markets – considered the lead countries of the ‘developing world’ – have been outgrowing developed countries within the scope of the luxury market worldwide. Consequently, these new markets represent ...
International entry modes in Brazil and the CAGE distances effects
The international entry mode choices have a relevant importance for the impact they have on successful internationalization strategies. Many theories have been developed to describe which entry mode may be better than ...
Entry mode choice and market selection of born globals in developing countries: a multiple-case study of the ecuadorian software sector
The 'Born Global' phenomenon refers to companies that regard the global market as their natural context and that start their internationalization process very early after inception. Traditional theories like the Uppsala ...