The Ju Bochner caseborn, raised, and globalized on Instagram

Resumo

This teaching case presents the dilemmas of a small jewelry brand, Ju Bochner, in its efforts to expand internationally. The brand was born, grew, and became international on a digital platform ecosystem (DPE) – Instagram, but now aims to expand further. To achieve this goal, the company will leverage everything the platform offers, but it will also have to make some choices and invest some money. Will the company need different means of communication to target international clients? What changes will be necessary? Will it be worth it? This is a real case, based on primary and secondary data sources. Its purpose is to put students in the protagonist’s shoes to actively teach them about the concepts of (1) the internationalization of small and medium enterprises (SMEs), (2) DPEs, (3) the benefits and limitations of a country’s diaspora, and (4) adaptation versus standardization in promotion and marketing strategies.

Ficha do documento

Tipo

Artigo científico

Ano

2024

Instituição

Escola Brasileira de AdEscola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas (FGV EBAPE)

Fonte

Cadernos EBAPE.BR

Idioma

Português

Acesso

Não informado

DOI

10.1590/1679-395120230091

Identificador

oai:ojs.periodicos.fgv.br:article/91086

Licença

https://creativecommons.org/licenses/by/4.0

Temas

Tecnologia

Palavras-chave

InternationalizationSMEsDPEsInternational entrepreneurshipDiasporaAdaptation strategyInternacionalizaciónPYMEEcosistema de plataforma digitalEmprendimiento internacionalEstrategia de adaptaciónInternacionalizaçãoPMEEcossistemas de plataforma digitalEmpreendedorismo internacionalEstratégia de adaptação