Dominique Turpin, Tania Naomi Konishi
IMD (IMD540-PDF-ENG)
April 20, 2009
In January 2008, Márcio Luiz Simões Utsch, president and CEO of Sâo Paulo Alpargatas S.A., and his management team considered how Havaianas, a leading brand in rubber flip flops, should become a major global brand. Learning outcomes: The case examines how a Brazilian footwear company is trying to build a global brand in a highly competitive industry.
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