Anitta: a star born to be global?
Publication date: 18 November 2020
Abstract
Supplementary materials
Appendixes for the case study, teaching notes with figures and suggested chart plan schema.
Learning outcomes
Students are expected to learn the use of networks for market growth; types of network connections; and ways to achieve international expansion through networks’ relations.
Case overview/synopsis
This teaching case describes the internationalization of an emerging country artist, the Brazilian singer Anitta, who seeks to expand her audience in foreign markets, while dealing with maintaining the public in her home country.
Complexity academic level
Recommended to International Business disciplines in specialization courses.
Subject code
CSS 5: International Business.
Keywords
Acknowledgements
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognisable information to protect confidentiality.
Citation
Binhote, J., de Pinho, V.M., do Rego Monteiro, J.G.d.M. and Almeida, V.M.C. (2020), "Anitta: a star born to be global?", , Vol. 10 No. 4. https://doi.org/10.1108/EEMCS-10-2019-0286
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited