Leblon Cachaça: A born global in a traditional industry |
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| Authors: | Bruno Viana Coelho Renato Cotta de Mello Angela da Rocha |
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| Institution: | 1. BNDES — National Economic and Social Development Bank, Brazil;2. Federal University of Rio de Janeiro, Brazil;3. Pontifical Catholic University of Rio de Janeiro, Brazil |
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| Abstract: | This case describes the trajectory of Leblon, a cachaça producer that since its inception regards the world as a market for its product. Founded by entrepreneurs in 2005, the firm's production process is divided between Brazil and France, and it serves several world markets besides the U.S. and Brazil. The company is a truly born global, and the most striking feature of the firm's strategy is super premium positioning. The case was developed based on interviews with the CEO and the head of operations, complemented by secondary information. The case is suitable for use in graduate courses that address issues relating to born globals, international entrepreneurship, and international marketing. |
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| Keywords: | Born global International entrepreneurship Cachaç a New venture |
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