Lottie Dottie Chicken Goes International: How the Brazilian Creative Industry Expands Internationally via Licensing
21 Pages Posted: 26 Apr 2019
Date Written: April 15, 2019
Firms from the Brazilian creative industry have exhibited remarkable success in marketing their offerings to international audiences. Initially catering to domestic market opportunities, they spread their animation characters abroad. What accounts for their international expansion ambitions? What is unique to their internationalization strategies? Based on empirical data, we review their success stories, revealing lessons learned and key success factors in their expansion. The paper provides a unique contribution for firms in the entertainment and media industry from any country to find their golden egg.
Keywords: international business, case, international expansion, market entry
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