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Cosac Naify: a small Brazilian publishing house goes abroad

Henrique Pacheco (IAG Business School, Pontifical Catholic University of Rio de Janeiro , Rio de Janeiro, Brazil)
Angela da Rocha (IAG Business School, Pontifical Catholic University of Rio de Janeiro , Rio de Janeiro, Brazil)
Jorge Ferreira da Silva (IAG Business School, Pontifical Catholic University of Rio de Janeiro , Rio de Janeiro, Brazil)

The CASE Journal

ISSN: 1544-9106

Publication date: 2 May 2017

Abstract

Synopsis

The case describes the efforts of a small Brazilian publishing house to export its products to foreign markets. In fact, after several years of losses, the firm has undergone substantial restructuring and hired a new CEO, reaching modest profitability. The challenge faced by the new management team includes, in addition to keeping the firm financially healthy, to develop an international orientation, to mobilize the resources, and to develop a new strategy to go international.

Research methodology

The case uses primary and secondary sources, including articles from business magazines and newspapers, company site, and data from Brazilian trade organizations, Brazilian federal government, International Trade Center, International Publishers Association, and an interview with the new CEO of the firm, in charge of developing its international activities. The use of different sources permitted triangulation.

Relevant courses and levels

The case is designed for use in undergraduate and graduate programs in courses related to international marketing, international business, entrepreneurship, and international entrepreneurship.

Theoretical bases

The case can be used to discuss the role of networks in the internationalization of the firm and the issue of distance to foreign markets (Ghemawat, 2001), using Ghemawats CAGE model. The case can also be utilized to examine barriers to the internationalization of smaller firms (Leonidou et al., 2007; Kahiya, 2013).

Keywords

Acknowledgements

Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial, and other recognizable information to protect confidentiality.

Citation

Pacheco, H., da Rocha, A. and da Silva, J.F. (2017), "Cosac Naify: a small Brazilian publishing house goes abroad", The CASE Journal, Vol. 13 No. 3, pp. 360-376. https://doi.org/10.1108/TCJ-07-2016-0057

Publisher

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Emerald Publishing Limited

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