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.

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Case Centre, INCAE
Incae Business School

Rodríguez, A, & Sequeira, C. (2004). HILASAL 2000 (No. 23708). INCAE Cases. INCAE.