TY  - JOUR
AB  - Subject area This teaching case focuses on the field of marketing, particularly, the situation of building a global brand as small and medium-sized enterprises (SME) internationalizing from an emerging market.Study level/applicability It is recommended for postgraduate and post-experience students, for example, in MBA programmes and executive education courses.Case overview This teaching case focuses on the field of marketing, particularly, the situation of building a global brand as SME internationalizing from an emerging market. It is recommended for postgraduate and post-experience students, for example, in MBA programmes and executive education courses. BOS Brands provides an interesting case on the internationalisation experience of a Born Global firm, particularly from an emerging market context. This medium-sized South African business develops, distributes and markets Rooibos-based beverages in Southern Africa and Europe, with eyes on a broader global presence. The case provides insights into the strategic decisions required to successfully take a medium-sized business into competitive foreign markets without the capital and support enjoyed by many larger multinational corporations. Among other issues, BOS Brands provides fertile ground to explore the selection of target country and entry mode, overcoming cultural and physical distance, opportunity recognition and the roles of networks and innovation.Expected learning outcomes The expected learning outcomes are to: analyse the decision-making process of the internationalising SME in terms of internationalisation factors, timing and phases and evaluation of potential target countries and entry mode options and launch marketing approach; understand the complexities of marketing in a foreign cultural and business context (including cultural and physical distance); and develop alternative marketing strategies for an entrepreneurial SME to grow internationally given limited resources.Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.Subject code CSS 8: Marketing.
VL  - 6
IS  - 4
SN  - 2045-0621
DO  - 10.1108/EEMCS-05-2016-0061
UR  - https://doi.org/10.1108/EEMCS-05-2016-0061
AU  - Human Christopher James
AU  - Bick Geoff
PY  - 2016
Y1  - 2016/01/01
TI  - BOS Brands: challenges of internationalisation
T2  - Emerald Emerging Markets Case Studies
PB  - Emerald Group Publishing Limited
SP  - 1
EP  - 32
Y2  - 2024/05/14
ER  -