A internacionalização de empresas que produzem valor intangível: uma investigação sobre uma empresa brasileira de moda praia (original) (raw)

2011

Abstract

This study aims at contributing for the analysis of the strategic process of internationalization of companies that manufacture fashion apparel in Brazil. The method adopted in this paper was the single case study that represents a Brazilian beachwear company and its connections with other companies and professionals that act in this market. The study analyzes an international insertion by means of performing intangible value-adding activities such as design, identity, distribution and retailing of the Brazilian beachwear company investigated. The results present the trajectory of this company, pointing out its strategic moves along its eleven years of existence.

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