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This chapter examines the internationalisation of public higher education in Brazil using the theoretical triptych of internationalisation as developed by leading scholars in the field: internationalisation at home (IaH), internationalisation abroad (IA), and internationalisation at a distance (IaD). This framework – while rooted in knowledge, systems, and scholarship from researchers and institutions in the Global North – is a constructive tool for categorising and understanding internationalisation at Brazil’s higher education institutions (HEIs) when coupled with an exploration of the history, context, policy, and dynamics of internationalisation efforts. The chapter then summarises and underscores recent and important scholarship by Brazilian researchers and others in the Global South that describes the history of the nation’s internationalisation efforts. It also critiques the powerful influence that Global North-centred objectives and priorities for internationalisation have on the process at Brazilian HEIs. Following a discussion of the theoretical framework and relevant literature, the chapter provides a case study of internationalisation efforts and initiatives of an elite public university, the Universidade Federal de Minas Gerais (UFMG). Content analysis of UFMG’s website and publicly available reports and data demonstrates a high level of institutional internationalisation that has unfolded in recent years, stimulated by federal funding and guided by a strategic framework developed within the Ministry of Education. An analysis of UFMG’s mission, partnerships and programmes finds that the institution serves as an example of internationalisation in Brazil’s public higher education context, as its programmes and initiatives exemplify the overarching objectives of internationalisation in Brazilian higher education.

This paper aims to review the history of Roldós y Compañía, one of the oldest advertising agencies in the world and the oldest currently operating. This research aims to highlight the importance of this agency and its founder, Rafael Roldós Viñolas – the first documented advertising agent in Spain to this day – in shaping the emerging Spanish advertising industry at the end of the 19th century.

The methodology used in this paper is based on a review of period and contemporary literature, as well as on newspaper sources and documents from the private archive of Roldós, S.A.

In its early years, the agency’s participation in two of the most significant events for the modernization of the city of Barcelona, the Universal Exhibition of 1888 and the International Exhibition of 1929; as well as the ideation and implementation of several urban projects with the aim of finding new formulas and advertising media are factors that make it one of the most important in the country. In 1929, the alliance Roldós-Tiroleses, S.A. de Publicidad, the first great merger of advertising agencies in Spain, which lasted three years, was led. The outbreak of the Civil War and the subsequent post-war period marked a few years of business irregularities and advertising silences that gave instability to its activity. During the last third of the 20th century, the agency was immersed in the generalized advertising euphoria around the world. With the arrival of North American agencies in Barcelona and the consequent business movements, Roldós, S.A. specializes in the processing of advertisements and media planning. The 21st century began with important changes in the media planning sector, and the agency was forced to restructure its services and organizational structure. In 2022, it celebrates 150 years of uninterrupted activity, recognized by the country’s business sector.

This research aims to internationalize the history of the Roldós y Compañía agency, so that it can be studied together with other names of Anglo-Saxon advertising pioneers who were contemporaries of Rafael Roldós.

Scientific research on the history of advertising agencies, especially in Spain, is scarce, so this paper aims to help fill this gap.

This work discusses gender issues related to the video game medium, addressing its production, consumption, and media repercussions. It begins with an overview of the emergence of the video game with the targeting of audiences that focused on sales campaigns to consumers along gendered lines that amplified the dominance of men in the space. The discussion then focuses on numerous ways that the gaming industry as a whole perpetuates a culture of misogyny. Empirical examples are provided of harassment, attacks, and the controversial event known as GamerGate. Subsequently, the complicated history of Brazilian video gaming development is presented to draw parallels with the development of the industry and the market in the United States. Finally, the chapter concludes with suggestions to stimulate new producers, developers, and video game scholars who are committed to building a more aware and diverse community.

Given the great tourist attractiveness of Spain at international level, tourism has become one of the main sources of income and employment, as well as a basic pillar of the Spanish economy. With these ideas in mind, this paper aims to study how the different promotion strategies implemented in the industry have influenced the evolution of tourism in Spain since the early 20th century.

The research is a general review, providing a historical examination of the diverse promotion strategies deployed in the tourism industry in Spain over the past decades. It focuses on the descriptive approach of these strategies and their implications throughout the 20th century and the beginning of the 21st century.

The findings reveal a shift in recent years from strategies focused on Marketing 1.0 to strategies that, apart from being centered on consumer values (therefore, Marketing 3.0), are beginning to rely to a greater extent on information and communication technologies (ICT) and sustainability, more in line with the more recent Marketing 4.0 and even Marketing 5.0.

This work has many implications for the management of public and private operators in the industry, including the need to incorporate the latest marketing trends – most notably the advances in ICT and sustainability.

The study offers an in-depth understanding of how marketing strategies have been used in the tourism sector in Spain from the end of the 19th century to the present day, which is highly original compared to previous studies.

Football is at once both a global sport and one that is defined by fiercely guarded local boundaries. For a firm operating within this highly lucrative industry and with ambitions of establishing a strong international presence for itself, a balance must be struck between riding on the game’s global appeal on the one hand and the need to somehow embed itself within particular local spaces on the other. This study aims to analyse how one such firm, the holding company City Football Group (CFG), is going about achieving this.

This is a conceptual paper that adopts a broadly inductive approach, building on an extensive analysis of both theoretical research and publicly available secondary data to develop a framework depicting three key strategies associated with CFG’s internationalisation.

Three factors are identified as being especially pertinent in CFG’s international expansion: the composition of CFG’s top management team; the attempts to establish a unifying “City identity”; and CFG’s forays into more peripheral leagues around the world after having established itself at the “top end” of the game.

The framework presented in this paper is particularly oriented towards a practitioner audience. Managers of firms operating in football, as well as in other industries in which the pressure to be both globally integrated and locally responsive is particularly acute, can draw lessons from both the framework and the broader insights presented here on CFG’s global expansion.

Football is widely regarded as the world’s most popular sport, and fans often take matters very seriously when it comes to the club they support. How football clubs are run is, therefore, a matter of considerable societal interest, as demonstrated by various fan protests over the years. As global, multi-club ownership structures like that adopted by CFG become more commonplace, this study will provide football fans with some insight into the strategies of these companies and how their own clubs fit within these ownership models.

This study addresses an under-researched topic: the international expansion of a prominent football holding company.

Upon completion of the case study, the students will be able to analyze the brand equity construct through the associative neural network model for decision-making; identify prospective scenarios through the Delphi method for the construction of strategic plans in organizations; and propose the innovation of a product by applying creativity techniques to enter international markets.

Cafe Galavis was one of the leading family businesses in industrial development and had the highest business recognition, with a century of experience in producing and commercializing roasted and ground coffee in Cucuta, Colombia. In 2015, the diplomatic crisis between the governments of Colombia and Venezuela led to the indefinite closure of the Colombian–Venezuelan border, which caused an increase in income from smuggled coffee. In addition, the presence of different competitors and traditional brands negatively impacted the level of sales, which considerably affected financial stability. Likewise, internal difficulties of family nature and administrative management led to the change of senior management. By 2016, Juan Yáñez was appointed chief executive officer (CEO) and was in charge of avoiding the company’s closure. In January 2023, he received feedback from his consulting team, and upon evaluation of the new market challenges with his collaborators, he realized a great challenge that merited the search for a priority alternative solution. How to design a new product considering the loss of brand identity in the face of the generational change of its consumers? These were some of the challenges posed by the CEO that consequently required starting a strategic management process of innovation.

The teaching case is aimed at students of postgraduate academic programs in the areas of knowledge of innovation, product design, industrial design, marketing or MBA. In the modules of marketing, strategic management, brand management and strategic foresight, the case allowed for the orientation of the concepts of brand value or branding as well as the analysis of the value chain for the implementation of strategies that promote competitive advantages of companies. Similarly, in the modules of product or service design, creativity and innovation and complex thinking, the case allows one to approach a complex problem and apply creativity techniques for its solution.

Teaching notes are available for educators only.

CSS: 8 Marketing.

In recent decades, higher education institutions (HEIs) have increasingly adopted marketing-oriented approaches. While the adoption of marketing was slower in Europe and Spain, it has become a vital tool for HEIs, both to stay competitive in a changing socio-economic context and to face the challenges posed by the transition to the University 2.0 model. This study aims to analyse the historical evolution of communication techniques used by universities, bringing into focus the relevance of social networks in the most recent decades.

This research methodology consists of two components. Firstly, a comprehensive analysis of the available data is conducted to investigate the earliest marketing and communication actions involving universities, as well as their evolution over time, contextualizing this within the significant shifts in the social, political and technological background. Secondly, a specific focus is placed on the contribution of social media, particularly Twitter, as a powerful tool in creating a university brand and effectively promoting educational institutions, especially during the last stage of this historical evolution. To identify and analyse these trends, Natural Language Processing is used, specifically by leveraging topic modelling techniques.

The results of this analysis offer insights into the evolution of marketing communication applied by Spanish universities and show the increasing importance of social networks and the use of specific topics and contents to enhance their impact on engagement.

This study contributes to the literature by using a novel methodological approach to the research on the historical development of communication in universities in Spain, providing guidance to manage their social media strategy to differentiate themselves, increase engagement and foster brand loyalty.

Upon completion of this case study, students will be able to identify the main conceptual foundations of strategy in international business, determine the strategy of entry into a country through the analysis of dual pressures and propose the mode of entry into a country by analyzing the sources of competitive advantage in a firm’s value chain.

Café Galavis stood out as one of the most outstanding family businesses in industrial development, with a century-long trajectory in the production and sale of roasted and ground coffee in Cucuta, Colombia. However, in 2015, the diplomatic, humanitarian and economic crisis between the governments of Colombia and Venezuela led to the indefinite closure of the Colombian–Venezuelan border. As a result, the illegal coffee trade increased, and competition from traditional brands significantly affected sales, leading to financial difficulties and an urgent need for change in senior management. In addition, the demise of the manager who had been leading the company until 2018 exacerbated the business situation. Juan Francisco Yáñez, the new manager, joined the management of an emblematic company. From his first years of management, he implemented different strategies related to organizational policies, production, innovation and export of products to achieve stability. For the year 2023, the challenges for the new CEO were to lead a brand with more than a century of tradition and business roots and to enter new markets, owing to the high dependence on the Venezuelan market. Which countries should they enter in the internationalization process? Furthermore, what type of strategy and entry mode should Café Galavis implement to penetrate new markets? These were some of the challenges faced by the CEO; therefore, he required objective information to make decisions in consensus with his collaborators.

This case study is suitable for students of postgraduate academic programs in knowledge areas of international management, international business or MBA.

Teaching notes are available for educators only.

CSS 5: International business.

This paper aims to identify the profiles of beginner and experienced consumers (BCs and ECs) of craft beer and evaluate their perception, knowledge and purchase intention.

A total of 291 craft beer consumers including 148 BCs and 143 ECs participated in the study, which was divided into 2 stages: quantitative research through a questionnaire and conjoint analysis.

BCs are mostly female, with a lower age, income and consumption frequency, presented a shallower understanding of International Bitterness Units (IBU) and considered 7.0% alcohol by volume (ABV) as a high-relative value in craft beers. Otherwise, ECs are mostly men with a higher age and consumption frequency, and they don't consider 50 IBU as high bitterness. The results of conjoint analysis indicate that both groups of consumers attribute greater relative importance to ABV and nonalcoholic beers had lower purchase intentions. Finally, the authors show that beer with 30 IBU and 4.5% ABV is preferred by both BCs and ECs.

The authors' identification about the distinct behaviors of different groups of consumers, based on their consumption time of craft beer, as managerial implications for industries producing craft beer and, as a theoretical contribution, the authors have defined “BCs” and “ECs” based on the experiences with and durations of craft beer consumption.