Summary
This case examines the internationalization process of Martifer in an emerging market. It develops the challenges faced by Jorge Martins (CEO of the Martifer Group), from identifying a new business opportunity in Brazil to the difficulties that he faced in finance, management and adaptation of the project to the local market.
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Bibliography and supplementary text
International entry mode
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© 2014 Mário H. Ogasavara, Artur G. de Oliveira and Welynadia R. Pereira
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Ogasavara, M.H., de Oliveira, A.G., Pereira, W.R. (2014). Martifer: Analyzing the Business Opportunity to Internationalize in an Emerging Economy. In: Liberman, L., Garcilazo, S., Stal, E. (eds) Multinationals in Latin America. The AIB-LAT Book Series. Palgrave Macmillan, London. https://doi.org/10.1057/9781137024107_10
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DOI: https://doi.org/10.1057/9781137024107_10
Publisher Name: Palgrave Macmillan, London
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