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Kola real's low‐cost international expansion strategy
Author(s) -
Robertson Christopher J.,
van der Hoek Anthony,
Kallman Rhonda
Publication year - 2007
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.20174
Subject(s) - latin americans , business , marketing , international business , industrial organization , economics , management , political science , law
This case provides an interesting and relevant scenario of a family‐owned firm entering the low end of the cola market in Peru and expanding into other Latin American countries. For a family business owner, or for an entrepreneur looking for business pathways in Latin America, this look into Ajegroup's strategic planning to take advantage of expansion opportunities in the region can serve as either a cautionary tale, or an avenue toward future growth. The case is accompanied by comments from practitioner experts. © 2008 Wiley Periodicals, Inc.