Abstract

MEJIA REATIGA, Camilo  and  JULIAO ESPARRAGOZA, David. Market Dynamism in Small and Medium-Sized Colombian Industry: The Case of SuperBrix. Innovar [online]. 2013, vol.23, n.48, pp.83-94. ISSN 0121-5051.

In March of 2010, engineer Mariano Ghisays, executive president of Superbrix, thought not only about whether entering the Asian market was a viable option but also if it were to happen under a favorable economic situation and with his company's technological capacity, which at that time, no one had been able to copy. The opportunity to enter countries such as China, Korea, India, Malaysia and Singapore had been in the sights of the company's directors for years, but was postponed while they consolidated the American market. This was achieved after various attempts at entry, while also fine-tuning their immersion strategy. Marciano then thought about how a medium-sized company from the Colombian Caribbean region, capitalizing on its experience after already having entered various international markets, successfully reach these Asian countries, where prices, competition and the probability of their products being copied posed an enormous risk for the company?

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