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.