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

Abstract

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

Suggested Citation

Pinho, Maria Luiza Carvalho de Aguillar and Pinho, Celso Roberto de Aguillar, Lottie Dottie Chicken Goes International: How the Brazilian Creative Industry Expands Internationally via Licensing (April 15, 2019). Rutgers Business Review, Vol. 4, No. 1, 2019. Available at SSRN: https://ssrn.com/abstract=3378640

Maria Luiza Carvalho de Aguillar Pinho (Contact Author)

Georgia State University ( email )

35 Broad Street
Atlanta, GA 30303-3083
United States

Celso Roberto de Aguillar Pinho

Georgia State University ( email )

35 Broad Street
Atlanta, GA 30303-3083
United States

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