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Case study
Publication date: 13 April 2023

Vitor 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.

Details

The CASE Journal, vol. 19 no. 4
Type: Case Study
ISSN: 1544-9106

Keywords

Case study
Publication date: 19 October 2020

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.

Details

Emerald Emerging Markets Case Studies, vol. 10 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 17 October 2019

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.

Details

Multinational Business Review, vol. 28 no. 2
Type: Research Article
ISSN: 1525-383X

Keywords

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