Abstract
ABSTRACT This is a case for teaching focused on the internationalization process of Brazilian Secrets Hair (BSH), a company that has considered the world as its target market since its start, and is part of an ever-growing segment: the cosmetics industry. Upon understanding the company’s international expansion, the internationalization theories within the behavioral approach, such as the Uppsala theory, the network theory, the entrepreneurship perspective, and the effectuation logic, can be explored, answering questions related to market selection processes, entry mode choices, and global expansion strategy decisions. This case was based on primary and secondary data from a real company and was originally designed for international business classes of graduate courses.
Highlights
INTRODUCTIONAndréa Vieira is the founder and CEO of the company Brazilian Secrets Hair, a global company specialized, as the name says, in hair products and born, as the name says, in Brazil
Andréa Vieira is the founder and CEO of the company Brazilian Secrets Hair, a global company specialized, as the name says, in hair products and born, as the name says, in Brazil.As Andréa drives home from work on a street of Rio de Janeiro, she cannot forget a conversation she had earlier that day, during a doctor’s appointment:“So, tell me, Ms Andréa, what do you do for living?” asked the doctor, a very well-dressed woman with an apparently curly but straightened hair.“I own a company called Brazilian Secrets Hair, specialized in hair straightener products”, answered Andréa.“Oh, that’s very nice, but I don’t think I have ever heard of this company
Events Entrepreneur’s first business attempt—Inovagine Creation of Brazilian Secrets Hair (BSH) Exports to France begin Exports to other francophone countries begin Exports to Middle East begin Exports to Latin America and Northern and Western Europe begin BSH is present in 20 countries abroad, still not actively present in Brazil
Summary
Andréa Vieira is the founder and CEO of the company Brazilian Secrets Hair, a global company specialized, as the name says, in hair products and born, as the name says, in Brazil. Some raw materials used in Brazilian products are not accepted in certain countries, and if she really wanted the world as her target market, it would be necessary to develop a product that could be marketed in as many places as possible Another important decision Andréa made when BSH started was to join ABIHPEC and to take part in Beautycare Brazil, the industry-specific project developed in partnership with Apex. Andréa further asserts that prospecting several markets at the same time was what made her export strategy work, gaining in sales volume and brand awareness, without losing the timing This was only possible with the support of Apex and ABIHPEC through the Beautycare Brazil program, which would define and study target markets for the sector as a whole and organize business interactions for the companies to meet potential partners. All these doubts prompted Andréa to schedule a meeting with Karen Felismino to plan the years ahead and discuss “what should be BSH expansion strategy?”
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