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Field lab on internationalization – market and competitiveness strategies for balancing tradition and strategic growth

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Resumo:This report examines the internationalization strategy of Ceravence, a Portuguese heritage brand with more than one hundred years of artisanal craftsmanship and cultural values. It explores expansion into Denmark and Kuwait, balancing growth with identity preservation. Combining qualitative and quantitative research, the study highlights opportunities such as eco-conscious product lines for Scandinavian sustainability trends and bespoke luxury collections inspired by Middle Eastern art. Teaching notes on competition provide additional insights. The findings demonstrate how legacy brands can achieve sustainable growth, maintain authenticity, and stay competitive in diverse global markets.
Autores principais:Curto, Maria Salomé Valente Vieira
Assunto:Expansion Growth Globalization Markets Entry International Cross-border Foreign investment Global reach Export Legacy Craftsmanship Artisanal Tradition Cultural Heritage Authenticity Preservation Strategy Opportunities Competitiveness Positioning Development Partnerships Investments
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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