Abstract

VELASQUEZ-MONTOYA, Marcela; ROBLEDO-ARDILA, Cristina  and  ARISTIZABAL-URIBE, Esteban. Business Case: the Growth Strategy of Comercializadora Inducascos S.A.. Innovar [online]. 2015, vol.25, n.55, pp.157-170. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v25n55.47232.

Comercializadora Inducascos S.A. started operations in 1998 in the city of Medellín - Colombia, after going through various difficulties such as financial failures, bankruptcy, limited infrastructure and a small number of employees. Inducascos is now catalogued as a medium enterprise for the local context, because of the great volume of manufactured and commercialized helmets. Part of its growth strategy is based on the diversity of its product portfolio and a commercial structure that enables the presence of the company's products in every segment of the Colombian market. The growth in motorcycles sales in Colombia, due to the Chinese motorcycle boom since 2005 in the country, and the evolution of regulations concerning helmets use, have contributed to the exponential increase of sales volumes since its creation. This case describes the decision making process of the founder Ramiro Agudelo, which results in the and internationalitation strategy of the company.

Keywords : SME's internationalization; value chain; competitive advantage; growth strategy.

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