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INTERNACIONALIZAÇÃO: UM ESTUDO DE CASO APLICADO

Código do trabalho: 
T_15_579
Resumo: 
After the creation of AmBev that united two 'giants' of the beverage industry - Antarctica and Brahma - the internationalization began, however, the export strategies of the product did not go into the American market but the Latin markets as is the case of Puerto Rico, Dominican Republic and Peru and also Portugal is a country with similar cultural roots to Brazil. Given the knowledge of internationalization strategies of AmBev, in the state of Rio de Janeiro, wonders what led the company to begin the internationalization of culture of countries similar to Brazil? Does the management control is important in deciding the path of internationalization of a product? It is believed that the management control is very important to decide the direction of internationalization of a product, such as a major soft drinks marketed by the brand.