Plenia Locatel Group: Globalizing from Venezuela

21 Pages Posted: 11 Jan 2012

See all articles by Cyrus F. Gibson

Cyrus F. Gibson

Massachusetts Institute of Technology (MIT) - Sloan School of Management

Ari D. Levy

affiliation not provided to SSRN

Date Written: May 1, 2009

Abstract

In 2009 the founders and top executives of Plenia Locatel Group, a retail business in Venezuela specializing in health care products and services, were planning a global expansion of the business. Founded by two close friends in 1994, the business grew through franchising and customer focus to 46 stores in Venezuela and 12 more in Colombia, Mexico, Miami, and Russia. As a basis for their globalization, the founders and executives sought to formalize and introduce structure in operations and management and had recently implemented an ERP for operational transactions. A basic issue was how to replicate business success and brand image, built over years of personal involvement and franchisee relationships, without losing the customer service focus in each store.

Keywords: globalizing from emerging economy, ERP implementation, retail franchising

Suggested Citation

Gibson, Cyrus F. and Levy, Ari D., Plenia Locatel Group: Globalizing from Venezuela (May 1, 2009). MIT Sloan Research Paper No. 4957-12, Available at SSRN: https://ssrn.com/abstract=1926230 or http://dx.doi.org/10.2139/ssrn.1926230

Cyrus F. Gibson (Contact Author)

Massachusetts Institute of Technology (MIT) - Sloan School of Management ( email )

100 Main Street
E62-416
Cambridge, MA 02142
United States

Ari D. Levy

affiliation not provided to SSRN ( email )

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