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1 – 3 of 3Vitor Pires, Renato Dourado Cotta de Mello and Clarice Secches Kogut
This teaching case was based on both primary and secondary sources of information. An interview with the entrepreneur and protagonist of the case was conducted, recorded and fully…
Abstract
Research methodology
This teaching case was based on both primary and secondary sources of information. An interview with the entrepreneur and protagonist of the case was conducted, recorded and fully transcribed. Also, secondary data (digital and print media) were obtained from the interviewee, before, during and after the interview, as well as on governmental, institutional and company websites.
Case overview/synopsis
The Ninho da Águia Farm is a family business located in Minas Gerais and specialized in coffee production. Although founded in 1969 by Aides Gomes Monteiro, it was only when his surfer son Clayton Barbosa Monteiro took over the business that the small farm started focusing on specialty coffee, quality beans and international markets. With no formal education, Clayton managed to implement several managerial, organizational and strategic changes in the company, including its internationalization. Understanding the logic behind the development of the farm can help students understand several important concepts in International Business in relation to international entrepreneurs and effectuation/causation decision-making logics.
Complexity academic level
This teaching case was designed for graduate courses in international business/international strategy. But because of the richness of the case, it could also be used in other courses (e.g. marketing or international marketing). However, should this be the case, different teaching notes would be necessary.
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Keywords
Clarice Secches Kogut, Juliana Molina Binhote, Renato Dourado Cotta de Mello and Andres Josue Merchan Caballero
Students should learn gradual process of internationalization and commitment; reasons for internationalization; and role of networks.
Abstract
Learning outcomes
Students should learn gradual process of internationalization and commitment; reasons for internationalization; and role of networks.
Case overview/synopsis
This case is about Bazzar, a small company that sells sauces, toppings and desserts made only with high-quality Brazilian ingredients. The case dilemma refers to market entry strategies and commitment, although other IB topics are addressed.
Complexity academic level
Originally designed for MBA courses.
Subject code
CSS 5: International Business
Supplementary materials
Teaching Notes are available for educators only.
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Clarice Secches Kogut, Renato Dourado Cotta de Mello and Angela da Rocha
Starting from the knowledge-based view as a theoretical perspective, this study aims to examine how an emerging market multinational enterprise (EMMNE) engages in reverse…
Abstract
Purpose
Starting from the knowledge-based view as a theoretical perspective, this study aims to examine how an emerging market multinational enterprise (EMMNE) engages in reverse knowledge transfer (RKT) processes and how such processes are managed by headquarters. Therefore, this paper captures the perspective of top management concerning RKT and the processes used to create, transfer and integrate knowledge.
Design/methodology/approach
The study uses a longitudinal design based on the case method of investigation. The case selected for the study was a Brazilian company theoretically sampled for being a domestically, regionally and globally important, information-rich company that operates in an industry in which technology plays a crucial role. The company was also selected for having had asset-seeking motives in at least some of its foreign market entries and for having successfully absorbed foreign-acquired capabilities.
Findings
The study provides counterfactual evidence to the springboard perspective, considering timing and speed of the internationalization and catch-up processes and the size of acquisitions. The study also highlights differences to other emerging market multinational enterprises, concerning the internationalization trajectory and catch-up moves, and to traditional MNEs, regarding RKT challenges and practices.
Research limitations/implications
The main limitations of the study relate to the case study method, which does not allow for statistical generalization, although it does support analytical generalization.
Originality/value
The study contributes to the literature by shedding light on the process by which a Latin American multinational firm developed technological capabilities to compete globally, focusing on the symbiotic, self-nurturing relationship between internationalization processes and technology acquisition and integration processes. Moreover, the work provides novel theoretical insights regarding timing, location, size and execution of the RKT activities. Finally, the paper contributes to the understanding of the relational aspects of the RKT process by focusing on building human relationships as the major force behind knowledge integration and examining the resistance of the acquired companies from developed markets to adopt the parent company’s best practices, or to contribute to its integrated knowledge, when the parent company is an EMMNE.
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