IMD-5-0748 © 2009
Turpin, Dominique; Konishi, Tania Naomi
In January 2008, Márcio Luiz Simões Utsch, president & CEO of Sâo Paulo Alpargatas S.A., and his management team are looking at how to turn Havaianas, a top brand in rubber flip flops, into a major global brand.
Learning objectives: The case looks at a Brazilian footwear business is trying to establish an international brand in a highly competitive industry.
Subjects: Brazil; Global brands; International marketing
Settings: Brazil; World; Shoes; Footwear; 2007 Revenues approx. US$800 million; 2008
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