Abstract
It is a sunny afternoon in the summer of 2010. Jorge Martins is admiring the beautiful view from the balcony of his hotel. He is not, however, on vacation but is on a business trip in Brazil. Like the motion of the sea below him, Jorge finds himself mulling over the business opportunity that he has identified. He keeps coming back to the same point: Is this the time to expand Martifer’s business operations in Brazil? Martins is currently the CEO of the Martifer Group, a Portuguese multinational company that has operations in metallic construction, renewable energy (solar, wind and biofuels), agricultural projects and shipbuilding.
These are challenging times. In the past two years we have laid the foundations for future profitable growth. We are now ready to take a “New Step” forward. The future is now!
Carlos Martins, Chairman of Martifer Group
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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_2
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DOI: https://doi.org/10.1057/9781137024107_2
Publisher Name: Palgrave Macmillan, London
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