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Bureau de Eventos: internationalization of an emerging country event planning company

Vivian Peuker Steinhauser (Department of Business, Pontificia Universidade Catolica do Rio de Janeiro, Rio de Janeiro, Brazil)
Angela da Rocha (Department of Business, Pontificia Universidade Catolica do Rio de Janeiro, Rio de Janeiro, Brazil)

The CASE Journal

ISSN: 1544-9106

Publication date: 16 August 2019

Issue publication date: 10 September 2019

Abstract

Theoretical basis

The case can be used to examine the resources and capabilities of small firms considering entering international markets. It can also be a vehicle for examining typical barriers that such companies may face and must overcome when expanding abroad: liabilities of smallness, liabilities of foreignness, liabilities of emergingness and liabilities of outsidership.

Research methodology

The case is based on several interviews with both entrepreneurs over a one-year period and on secondary information from reports and documents.

Case overview/synopsis

This teaching case presents the trajectory of a Brazilian services company operating in the corporate events planning industry. The case explores the potential for the company’s international expansion, and the vision and engagement of the entrepreneurs, despite several barriers the company needs to overcome.

Complexity academic level

The case can be used in Entrepreneurship and International Marketing courses, both at graduate and undergraduate levels. It can also be used in training seminars for executives of tourism and events planning companies, and for employees of export promotion agencies.

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 recognizable information to protect confidentiality.

Citation

Steinhauser, V.P. and da Rocha, A. (2019), "Bureau de Eventos: internationalization of an emerging country event planning company", The CASE Journal, Vol. 15 No. 4, pp. 279-294. https://doi.org/10.1108/TCJ-08-2018-0091

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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