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Facing the Challenges of Nostalgia International Markets

Facing the Challenges of Nostalgia International Markets

António Carrizo Moreira, Vitor Alves, Tatiana Martins, João Branco Pereira, Sónia Conceição
Copyright: © 2018 |Pages: 29
ISBN13: 9781522553601|ISBN10: 1522553606|EISBN13: 9781522553618
DOI: 10.4018/978-1-5225-5360-1.ch002
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MLA

Carrizo Moreira, António, et al. "Facing the Challenges of Nostalgia International Markets." Enhancing Competitive Advantage With Dynamic Management and Engineering, edited by Carolina Machado and J. Paulo Davim, IGI Global, 2018, pp. 31-59. https://doi.org/10.4018/978-1-5225-5360-1.ch002

APA

Carrizo Moreira, A., Alves, V., Martins, T., Pereira, J. B., & Conceição, S. (2018). Facing the Challenges of Nostalgia International Markets. In C. Machado & J. Davim (Eds.), Enhancing Competitive Advantage With Dynamic Management and Engineering (pp. 31-59). IGI Global. https://doi.org/10.4018/978-1-5225-5360-1.ch002

Chicago

Carrizo Moreira, António, et al. "Facing the Challenges of Nostalgia International Markets." In Enhancing Competitive Advantage With Dynamic Management and Engineering, edited by Carolina Machado and J. Paulo Davim, 31-59. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5360-1.ch002

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Abstract

Internationalization is a business strategy that normally aims at expanding the business of the firm outside its domestic market. It may also involve the creation of an integrated network of contacts and partners. The aim of this chapter involves a firm that distributes high-end wines and other alcoholic drinks to the domestic market and is seeking to expand its activities abroad. Taking into account the “nostalgia market,” with many Portuguese living throughout Europe, this chapter seeks to analyze how a Portuguese firm seeks to embrace the internationalization strategy of serving these ex-pats, through local retailers, and afterwards the possibility of serving the market abroad using the contacts so far developed. As such, the firm seeks to serve both the ex-pats and the local market alike. The chapter analyzes the Spanish, French, and German market, and it is possible to conclude that France is the market with the higher likelihood of success, economically and culturally.

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