{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2022,3,31]],"date-time":"2022-03-31T08:41:12Z","timestamp":1648716072140},"reference-count":4,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2019,12,6]],"date-time":"2019-12-06T00:00:00Z","timestamp":1575590400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["EEMCS"],"published-print":{"date-parts":[[2019,12,6]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Learning outcomes<\/jats:title>\n<jats:p>The learning outcomes are as follows: analyze the risks and difficulties involved in the internationalization process and the impact of cultural variables (external analysis); understand how the balance between adaptation and standardization can be worked out in building a successful international marketing strategy (adaptation vs standardization dilemma); and analyze how a restructuring of marketing mix variables can shape an assertive and effective repositioning strategy (marketing-mix program).<\/jats:p>\n<\/jats:sec>\n<jats:sec><jats:title content-type=\"abstract-subheading\">Case overview\/synopsis<\/jats:title>\n<jats:p>The case of Vichy presents a specific internationalization process, from a European brand in a growing segment, to Brazil, a country with extreme cultural diversity where the barriers to internationalization are large and complex. The case can be analyzed from the point of view of brand repositioning, as it discusses the strategies adopted by the brand during entry into the Brazilian market, and its subsequent repositioning, bearing in mind a better adaptation to the market in question. The goal is to encourage discussions about how cultural barriers can influence the internationalization process of a brand and how the balance between adaptation and standardization can be worked out in building an assertive and effective international marketing strategy.<\/jats:p>\n<\/jats:sec>\n<jats:sec><jats:title content-type=\"abstract-subheading\">Complexity academic level<\/jats:title>\n<jats:p>Master students.<\/jats:p>\n<\/jats:sec>\n<jats:sec><jats:title content-type=\"abstract-subheading\">Supplementary materials<\/jats:title>\n<jats:p>Teaching Notes are available for educators only. Please contact your library to gain login details or email <jats:ext-link xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" ext-link-type=\"email\" xlink:href=\"mailto:support@emeraldinsight.com\">support@emeraldinsight.com<\/jats:ext-link> to request teaching notes.<\/jats:p>\n<\/jats:sec>\n<jats:sec><jats:title content-type=\"abstract-subheading\">Subject code<\/jats:title>\n<jats:p>CSS 8: Marketing.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/eemcs-10-2018-0212","type":"journal-article","created":{"date-parts":[[2019,12,11]],"date-time":"2019-12-11T13:24:03Z","timestamp":1576070643000},"page":"1-24","source":"Crossref","is-referenced-by-count":0,"title":["Vichy goes to Brazil: the road to success"],"prefix":"10.1108","volume":"9","author":[{"given":"Susana C.","family":"Silva","sequence":"first","affiliation":[]},{"given":"Dayane G\u00f4uvea","family":"Lima","sequence":"additional","affiliation":[]},{"given":"Juliana Teixeira","family":"Correia","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2021032609545538900_ref001","unstructured":"Brazilian Beauty News (2018), available at: www.brazilbeautynews.com\/the-brazilian-skin-care-industry-will-experience,2709 (accessed 21 August 2019)."},{"issue":"3","key":"key2021032609545538900_ref002","doi-asserted-by":"crossref","first-page":"479","DOI":"10.1057\/palgrave.jibs.8490242","article-title":"Product and promotion adaptation in export ventures: an empirical investigation","volume":"24","year":"1993","journal-title":"Journal of International Business Studies"},{"key":"key2021032609545538900_ref003","unstructured":"Consumers Insights (2017), \u201cCosmetics Europe\u201d, available at: www.google.com\/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=2ahUKEwj_4YC8lZTkAhVMqxoKHZ8YCh4QFjAAegQIARAB&url=https%3A%2F%2Fwww.cosmeticseurope.eu%2Fdownload%2FYm5Rb0NlRWVLTkp5ZytoUnZqMkpUUT09&usg=AOvVaw2LTBWgC9HUfkuAOkb2RQGc (accessed 21 August 2019)."},{"issue":"1","key":"key2021032609545538900_ref004","first-page":"63","article-title":"The adaptation versus standardization dilemma: the case of an American company in Brazil","volume":"6","year":"2011","journal-title":"Internext \u2013 Revista Eletr\u00f4nica de Neg\u00f3cios Internacionais da ESPM"}],"container-title":["Emerald Emerging Markets Case Studies"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/EEMCS-10-2018-0212\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/EEMCS-10-2018-0212\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2021,3,26]],"date-time":"2021-03-26T12:40:56Z","timestamp":1616762456000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/EEMCS-10-2018-0212\/full\/html"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2019,12,6]]},"references-count":4,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2019,12,6]]}},"alternative-id":["10.1108\/EEMCS-10-2018-0212"],"URL":"https:\/\/doi.org\/10.1108\/eemcs-10-2018-0212","relation":{},"ISSN":["2045-0621"],"issn-type":[{"value":"2045-0621","type":"print"}],"subject":[],"published":{"date-parts":[[2019,12,6]]}}}