Purpose The purpose of this chapter is to offer instructors and students a real managerial dilemma faced by a large Brazilian company in the cosmetics industry as it ventures into the European arena after successful expansion in Latin America. Methodology/approach This is a teaching case for use...

Marisol has forged a successful legacy in Brazil in the market for clothes with a sophisticated, stylish look. Success in Brazil enabled the firm to garner overseas customers. The establishment of subsidiaries in Argentina, Italy and Mexico, as well as sales operations in several countries –...

Purpose – The purpose of this paper is to offer instructors a real managerial dilemma faced by a prestigious Brazilian jewelry company as it decides how it should expand into two Asian countries: China and South Korea. Design/methodology/approach – The authors followed guidelines for...