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Leblon Cachaça: A born global in a traditional industry

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  • Coelho, Bruno Viana
  • de Mello, Renato Cotta
  • da Rocha, Angela

Abstract

This case describes the trajectory of Leblon, a cachaça producer that since its inception regards the world as a market for its product. Founded by entrepreneurs in 2005, the firm's production process is divided between Brazil and France, and it serves several world markets besides the U.S. and Brazil. The company is a truly born global, and the most striking feature of the firm's strategy is super premium positioning. The case was developed based on interviews with the CEO and the head of operations, complemented by secondary information. The case is suitable for use in graduate courses that address issues relating to born globals, international entrepreneurship, and international marketing.

Suggested Citation

  • Coelho, Bruno Viana & de Mello, Renato Cotta & da Rocha, Angela, 2014. "Leblon Cachaça: A born global in a traditional industry," Journal of Business Research, Elsevier, vol. 67(4), pages 567-575.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:4:p:567-575
    DOI: 10.1016/j.jbusres.2013.11.017
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    References listed on IDEAS

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    1. John A Mathews & Ivo Zander, 2007. "The international entrepreneurial dynamics of accelerated internationalisation," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(3), pages 387-403, May.
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    3. Gabrielsson, Mika & Kirpalani, V.H. Manek & Dimitratos, Pavlos & Solberg, Carl Arthur & Zucchella, Antonella, 2008. "Born globals: Propositions to help advance the theory," International Business Review, Elsevier, vol. 17(4), pages 385-401, August.
    4. Alan Bryman, 1997. "Animating the Pioneer versus Late Entrant Debate: An Historic Case Study," Journal of Management Studies, Wiley Blackwell, vol. 34(3), pages 415-438, May.
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    Cited by:

    1. Igor B. Gurkov & Michael J. Morley, 2017. "Contributions Towards a Renewed Debate on Multinational Headquarter-Subsidiary Relations:Subsidiary Mandates, Corporate Parenting Styles and Collective Psychological Contracts," HSE Working papers WP BRP 55/MAN/2017, National Research University Higher School of Economics.

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