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Grupo Britt N.V.: should it seek to expand business in the USA?

Published on Nov 18, 2013in Academia-revista Latinoamericana De Administracion0.47
· DOI :10.1108/ARLA-07-2013-0104
Esteban Brenes12
Estimated H-index: 12
(INCAE Business School),
Amitava Chattopadhyay27
Estimated H-index: 27
(Ad: INSEAD),
Daniel Montoya C1
Estimated H-index: 1
(INCAE Business School)
Abstract
Purpose The purpose of this case study is to describe the Costa Rican coffee roaster and retail company Grupo Britt and provides sufficient information for readers to discuss the company's growth options in the US and Latin American markets. It has been prepared to facilitate discussion and learning about appropriate growth strategies and the building, positioning and branding of companies from emerging economies within the internationalization processes. Design/methodology/approach The case study is based on primary research conducted in conjunction with the company, including interviews with senior management and an ample review of documents. Secondary research was also conducted into the relevant environmental, industry and competitor trends and characteristics. Findings The case presents the ways in which Grupo Britt has been successful in developing a new business model based on the concept of a “sense of place.” This translates as meaning that the company generates products and services that highlig...
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