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    Aje: Selling Drinks to the Base of the Pyramid (Chinese Version)

    Nueno, José Luis ; Bazán, Miguel ; Rodríguez, Silvia

    • Reference: M-1254-ZH

    • Number of pages: 46

    • Publication Date: Jul 29, 2011

    • Fecha de edición: Jul 10, 2013

    • Source: IESE (España)

    • Type of Document: Case

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    Description

    The case study describes AJE Group's internationalization process. It analyzes its foray into the Asian market and the consumer profile in this region as opposed to the company's natural market, South America. The text describes the challenges of a family business turned multinational group: human resource management, financial management, cultural issues, and so on.

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    Keywords

    Big Cola Consumption Internationalization Kola Real Product development