How to Internationalize a Traditional Portuguese-Style Food – Liability or Asset of Portugueseness?

Abstract

In an increasingly competitive global market, firms try to conquer a special place in customers’ minds and – when possible – in their hearts and spirits in order to succeed. Hence, through a competitive strategy based on differentiation, companies tend to focus their efforts in creating the right value proposition for consumers. They also establish upstream and/or downstream partnerships based on win–win relationships for the parties that constitute their value chain. The particular characteristics of ethnic products influence these strategies and the brand crossover. How can the ethnic-national identity of a product be employed successfully – regarding its liabilities and assets – in international sales? This case study¹ focuses on Nata Pura, a rather young Portuguese firm that has built its internationalization strategy based on exporting a traditional product pastel de nata using innovative solutions, which include the development of partnerships to produce and promote this as an organic pastry made with high-quality-adapted ingredients. Earlier, the traditional product was mainly sold and distributed within Portuguese Diaspora. Nata Pura company markets and distributes the re-invented product, originally a traditional Portuguese food product, and bridges cultural and administrative distances by combining the traditional with global tendencies and tastes.

Citation

Silva, S.C.e. and Elo, M. (2017), "How to Internationalize a Traditional Portuguese-Style Food – Liability or Asset of Portugueseness?", Verbeke, A., Puck, J. and Tulder, R.v. (Ed.) Distance in International Business: Concept, Cost and Value (Progress in International Business Research, Vol. 12), Emerald Publishing Limited, Leeds, pp. 425-442. https://doi.org/10.1108/S1745-886220170000012007