IDEAS home Printed from https://ideas.repec.org/a/abg/anprac/v25y2021i21433.html
   My bibliography  Save this article

Bia Brazil: Activewear Made in Brazil to the World

Author

Listed:
  • Masaaki Kotabe
  • Moema Pereira Nunes
  • Fernanda Kalil Steinbruch

Abstract

This teaching case presents the company Bia Brazil, one of the leading Brazilian exporters of activewear, founded in 1994 by a former gymnast, Beatriz, with websites in Portuguese, English, and Spanish. In 1996, the first exports to Costa Rica took place. Over the years, the company has expanded its sales to over 40 countries. The company seeks the constant offer of new products that meet the requirements and demands of each country. Despite its international growth, the company’s presence in the Brazilian market remains small. There have been two failed attempts at physical stores, and although it continues with only online sales in the domestic market, the entrepreneur seeks a model to grow inside Brazil. We recommend the use of the case in courses related to internationalization, more specifically to International New Ventures and Born Globals. Some connections with other classes can be made and are recommended with the case analysis.

Suggested Citation

  • Masaaki Kotabe & Moema Pereira Nunes & Fernanda Kalil Steinbruch, 2021. "Bia Brazil: Activewear Made in Brazil to the World," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 25(2), pages 190357-1903.
    • Handle: RePEc:abg:anprac:v:25:y:2021:i:2:1433
    as

    Download full text from publisher

    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1433
    Download Restriction: no
    File URL: https://rac.anpad.org.br/index.php/rac/article/download/1433/1549/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Gary A Knight & S Tamar Cavusgil, 2004. "Innovation, organizational capabilities, and the born-global firm," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 35(2), pages 124-141, March.
    2. Gary A Knight & S Tamer Cavusgil, 2004. "Innovation, organizational capabilities, and the born-global firm," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 35(4), pages 334-334, July.
    3. S Tamer Cavusgil & Gary Knight, 2015. "The born global firm: An entrepreneurial and capabilities perspective on early and rapid internationalization," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 46(1), pages 3-16, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shaheer, Noman Ahmed & Li, Sali, 2020. "The CAGE around cyberspace? How digital innovations internationalize in a virtual world," Journal of Business Venturing, Elsevier, vol. 35(1).
    2. Hélène Laurell & Leona Achtenhagen & Svante Andersson, 2017. "The changing role of network ties and critical capabilities in an international new venture’s early development," International Entrepreneurship and Management Journal, Springer, vol. 13(1), pages 113-140, March.
    3. Rui Xue & Gongming Qian & Zhengming Qian & Lee Li, 2021. "Entrepreneurs’ Implicit and Explicit Achievement Motives and Their Early International Commitment," Management International Review, Springer, vol. 61(1), pages 91-121, March.
    4. Quan Anh Nguyen & Gillian Sullivan Mort, 0. "Conceptualising organisational-level and microfoundational capabilities: an integrated view of born-globals’ internationalisation," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-23.
    5. Maria Rumyantseva & Catherine Welch, 2023. "The born global and international new venture revisited: An alternative explanation for early and rapid internationalization," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 54(7), pages 1193-1221, September.
    6. Taheri, Mozhdeh & van Geenhuizen, Marina, 2019. "Knowledge relationships of university spin-off firms: Contrasting dynamics in global reach," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 193-204.
    7. Petrou, Andreas P. & Hadjielias, Elias & Thanos, Ioannis C. & Dimitratos, Pavlos, 2020. "Strategic decision-making processes, international environmental munificence and the accelerated internationalization of SMEs," International Business Review, Elsevier, vol. 29(5).
    8. Riviere, Monica & Romero-Martínez, Ana M., 2021. "Network embeddedness, headquarters entrepreneurial orientation, and MNE international performance," International Business Review, Elsevier, vol. 30(3).
    9. Saeed Samiee & Constantine S. Katsikeas & G. Tomas M. Hult, 2021. "The overarching role of international marketing: Relevance and centrality in research and practice," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1429-1444, October.
    10. Øyna, Stine & Almor, Tamar & Elango, B. & Tarba, Shlomo Y., 2018. "Maturing born globals and their acquisitive behaviour," International Business Review, Elsevier, vol. 27(3), pages 714-725.
    11. Jean, Ruey-Jer “Bryan” & Kim, Daekwan & Cavusgil, Erin, 2020. "Antecedents and outcomes of digital platform risk for international new ventures’ internationalization," Journal of World Business, Elsevier, vol. 55(1).
    12. Mandler, Timo & Sezen, Burcu & Chen, Jieke & Özsomer, Ayşegül, 2021. "Performance consequences of marketing standardization/adaptation: A systematic literature review and future research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 416-435.
    13. D’Angelo, Alfredo & Buck, Trevor, 2019. "The earliness of exporting and creeping sclerosis? The moderating effects of firm age, size and centralization," International Business Review, Elsevier, vol. 28(3), pages 428-437.
    14. Antonia Mercedes García-Cabrera & María Gracia García-Soto & Sonia María Suárez-Ortega, 2017. "Macro-level spillovers and micro-level capabilities as antecedents of young SMEs’ propensity to export and to become a born global," International Entrepreneurship and Management Journal, Springer, vol. 13(4), pages 1199-1220, December.
    15. Angela Rocha & Vítor Corado Simões & Renato Cotta Mello & Jorge Carneiro, 2017. "From global start-ups to the borderless firm: Why and how to build a worldwide value system," Journal of International Entrepreneurship, Springer, vol. 15(2), pages 121-144, June.
    16. Sascha Kraus & Alexander Brem & Miriam Schuessler & Felix Schuessler & Thomas Niemand, 2019. "Innovative Born Globals: Investigating the Influence of Their Business Models on International Performance," World Scientific Book Chapters, in: Alexander Brem & Joe Tidd & Tugrul Daim (ed.), Managing Innovation Internationalization of Innovation, chapter 11, pages 275-328, World Scientific Publishing Co. Pte. Ltd..
    17. Shaheer, Noman & Kim, Kijong & Li, Sali, 2022. "Internationalization of Digital Innovations: A Rapidly Evolving Research Stream," Journal of International Management, Elsevier, vol. 28(4).
    18. Ferguson, Shon & Henrekson, Magnus, 2018. "The Long-Run Performance of Born Globals in Computing: The Role of Digital Platforms," Working Paper Series 1224, Research Institute of Industrial Economics, revised 23 Oct 2019.
    19. Knight, Gary & Moen, Øystein & Madsen, Tage Koed, 2020. "Antecedents to differentiation strategy in the exporting SME," International Business Review, Elsevier, vol. 29(6).
    20. Loufrani-Fedida, Sabrina & Hauch, Valérie & Elidrissi, Djamila, 2019. "The dynamics of relational competencies in the development of born global firms: A multilevel approach," International Business Review, Elsevier, vol. 28(2), pages 222-237.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:abg:anprac:v:25:y:2021:i:2:1433. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Information Technology of ANPAD (email available below). General contact details of provider: http://anpad.org.br .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.