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Internationalization strategies of a multilatina in the service sector: Avianca-Taca holdings S.A. case study

Author

Listed:
  • Carolina Franco-Arroyave
  • Alexis Martins-Cheze
  • Eyal Siegel
  • Juan Carlos Díaz Vásquez

Abstract

This paper explores how existing internationalization theories can be applied to a Multilatina in the service sector, using the case of Avianca-Taca Holdings S.A. as an example. This paper introduces the company by analyzing the context in which it grew, starting with the service sector in Colombia, which is its country of origin. This paper also analyzes the international and domestic air transportation industry alongside the history of Avianca-Taca Holdings S.A. It describes in detail the internationalization program undertaken by the company and analyzes it based on three existing theories that may explain why such choices were made instead of others available. This paper explores different applications of these traditional theories. By this token, it concludes that, rather than using a brand new theory and aspiring to cover a large array of services, it is wiser to make decisions with a more comprehensive scope and use existing theories to adapt an efficient internationalization strategy to a particular context, region or country.

Suggested Citation

  • Carolina Franco-Arroyave & Alexis Martins-Cheze & Eyal Siegel & Juan Carlos Díaz Vásquez, 2014. "Internationalization strategies of a multilatina in the service sector: Avianca-Taca holdings S.A. case study," Revista Ad-Minister, Universidad EAFIT, November.
    • Handle: RePEc:col:000475:012691
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    References listed on IDEAS

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    1. Ramón-Rodríguez, Ana B. & Moreno-Izquierdo, Luis & Perles-Ribes, José F., 2011. "Growth and internationalisation strategies in the airline industry," Journal of Air Transport Management, Elsevier, vol. 17(2), pages 110-115.
    2. John H. Dunning & Sarianna M. Lundan, 2008. "Multinational Enterprises and the Global Economy, Second Edition," Books, Edward Elgar Publishing, number 3215.
    3. Raymond Vernon, 1966. "International Investment and International Trade in the Product Cycle," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 80(2), pages 190-207.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Multilatina; internationalization theories; services; emerging markets;
    All these keywords.

    JEL classification:

    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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