2004-01-01
HILASAL 2000
Publication
Publication
The case illustrates the procedure followed for nearly three decades by a Salvadoran manufacturer of beach towels to internationalise and become the US market leader in the fashion beach towels niche. The case study discussion focuses on the successful insertion of a small-country firm in the world market, in spite of the worst historical crisis ever in its home country.
| Additional Metadata | |
|---|---|
| Keywords | Industria--Administración, Mercadotecnia--Exportación, Empresas Internacionales de Negocios, Segmentación del Mercado, Planeamiento Estratégico, Canales de Distribución |
| Publisher | Case Centre, INCAE |
| Series | INCAE Cases |
| Citation |
Rodríguez, A, & Sequeira, C. (2004). HILASAL 2000 (No. 23708). INCAE Cases. INCAE.
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