THE BONAPARTE GROUP: LEARNING FROM A CHAIN OF RESTAURANTS IN BRAZIL’S NORTHEAST

Authors

  • Viviane Santos Salazar Universidade Federal de Pernambuco, Recife/PE
  • Walter Fernando Araújo de Moraes Universidade Federal de Pernambuco, Recife/PE .
  • Yákara Vasconcelos Pereira Leite Universidade Federal Rural do Semi-Árido, Mossoró/RN

DOI:

https://doi.org/10.13058/raep.2014.v15n1.47

Keywords:

teaching case, internationalization strategies, restaurants.

Abstract

This teaching case aims to demonstrate the challenges faced by a food service company, in this case, the Bonaparte Group, undergoing a process of international expansion. The corporation is expanding its activities to a more competitive market, the US, and so faces new and difficult situations. Certain issues are central to the company’s actions: why choose the US – the birthplace of fast food and global leader in the franchise industry, which is also much
more competitive than Brazil. What are the advantages of entering this market? The case is intended for use at the undergraduate level, after or at the same time as basic strategic internationalization in business administration or marketing courses. It is especially recommended for sessions in which international strategies, marketing services, growth strategies, competitive advantage and entrepreneurship are being discussed.

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Author Biographies

Viviane Santos Salazar, Universidade Federal de Pernambuco, Recife/PE

Mestre em Administração pela UFPE. Áreas de interesse em pesquisa: Estratégia Empresarial, Marketing de Serviços e Hospitalidade

Walter Fernando Araújo de Moraes, Universidade Federal de Pernambuco, Recife/PE .

PhD em Administração pela UMIST. Áreas de interesse em pesquisa: Estratégia Empresarial; Internacionalização e Desempenho Empresarial

Yákara Vasconcelos Pereira Leite, Universidade Federal Rural do Semi-Árido, Mossoró/RN

Doutora em Administração pela UFPE. Áreas de interesse em pesquisa: Administração estratégica, Marketing, Ensino e Pesquisa em Administração e internacionalização

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Published

2014-03-31

How to Cite

Salazar, V. S., Moraes, W. F. A. de, & Leite, Y. V. P. (2014). THE BONAPARTE GROUP: LEARNING FROM A CHAIN OF RESTAURANTS IN BRAZIL’S NORTHEAST. Administração: Ensino E Pesquisa, 15(1), 173–193. https://doi.org/10.13058/raep.2014.v15n1.47

Issue

Vol. 15 No. 1 (2014): Janeiro-Março

Section

Articles

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