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Case

Aje: vendiendo refrescos a la base de la pirámide

By Nueno, José Luis / Bazán, Miguel / Rodríguez, Silvia

Marketing

El caso describe el proceso de internacionalización del Grupo AJE. Se analiza la entrada en el mercado asiático, el perfil del consumidor de esta región en contraposición con el mercado natural de la empresa: Sudamérica. Se plantean los desafíos de una empresa familiar convertida en grupo multinacional: gestión de recursos humanos, gestión financiera, aspectos culturales, etc.

Collection: IESE (España)

Ref: M-1254

Format: PDF

Number of pages: 41

Publication Date: Jul 29, 2011

Language: Spanish, English, Chinese

Review date: Jul 10, 2013

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Description

Industry Setting: Industria y minería

Aje: vendiendo refrescos a la base de la pirámide

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Aje: vendiendo refrescos a la base de la pirámide

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Aje: vendiendo refrescos a la base de la pirámide

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