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