Leblon Cachaça: A born global in a traditional industry☆

@inproceedings{Coelho2014LeblonCA,
  title={Leblon Cachaça: A born global in a traditional industry☆},
  author={Bruno Viana Coelho and Renato Cotta de Mello and Angela Maria Rocha},
  year={2014}
}
This case describes the trajectory of Leblon, a cachaca 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… CONTINUE READING

Figures and Tables from this paper.

References

Publications referenced by this paper.
SHOWING 1-10 OF 12 REFERENCES

O missionário da caipirinha

T. Menai
  • Revista PIB http://www.revistapib.com.br/ noticias_visualizar.php?id=400. [Accessed 29 May, 2012]
  • 2010
VIEW 1 EXCERPT

Monitor Mercantil

Cachaça Leblon em Minas
  • Available at http://www. monitormercantil.com.br/index.php? pagina=Noticias&Noticia=52706&Categoria=EMPRESAS. [Accessed 15 May 2012]
  • 2008

The global entrepreneur

D. Isenberg
  • Harvard Business Review, 52(December), 107–111.
  • 2008

PRNewswire

Baccardi invests in Leblon Cachaça
  • http://www.prnewswire.com/ news-releases/bacardi-invests-in-leblon-cachaca-58618542.html. [Accessed 15 May 2012]
  • 2007
VIEW 1 EXCERPT

The phenomenon of international new ventures, global start-ups and born-globals: What do we know after a decade (1993–2002) of exhaustive scientific inquiry

A. Rialp, J. Rialp, G. Knight
  • International Business Review,
  • 2005