Theories and contemporary challenges of a global pasta leader: the case of Barilla SpA

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dc.contributor.advisorGonzález Pérez, María Alejandra
dc.contributor.authorWolf, Ronald Scott
dc.coverage.spatialMedellín de: Lat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degrees Long: 075 36 00 W degrees minutes Long: -75.6000 decimal degreeseng
dc.creator.degreeMagíster en Negocios Internacionalesspa
dc.date.accessioned2015-10-29T21:51:45Z
dc.date.available2015-10-29T21:51:45Z
dc.date.issued2015
dc.description.abstractBarilla Holding SpA (Barilla), a successful multinational foods manufacturing company with headquarters in Parma, Italy began with humble beginnings in 1877 (Barilla, 2014a) as a small bread and pasta shop -- Barilla is now a leading global sales player second only to private label brands, jumping from 9-12% of total market from the period 2009-2014 and is the dominant sales leader in both Italy and the US with 2014 sales of 900 and 800 US$ million respectively (Euromonitor, 2015) -- This paper looks at the process of internationalization, paralleling both traditional and contemporary academic models, focusing on such issues as marketing to the gay and lesbian market, family succession roadblocks, and navigating social media gaffs -- These contemporary academic models highlight challenges, strategies, sales and market share dynamics for the company with suggestions for navigating the road aheadspa
dc.identifier.urihttp://hdl.handle.net/10784/7481
dc.language.isospaspa
dc.publisherUniversidad EAFITspa
dc.publisher.departmentEscuela de Administración. Departamento de Negocios Internacionalesspa
dc.publisher.programMaster in International Business (MIB)spa
dc.rights.accessrightsinfo:eu-repo/semantics/openAccesseng
dc.rights.localAcceso abiertospa
dc.subjectTeoría eclécticaspa
dc.subjectMarcas de empresaspa
dc.subject.keywordGlobalizationspa
dc.subject.keywordStrategic Planningspa
dc.subject.keywordProduct life cyclespa
dc.subject.keywordElectronic commercespa
dc.subject.keywordPasta industryspa
dc.subject.keywordInternational business enterprises - Casesspa
dc.subject.keywordFamily corporationsspa
dc.subject.keywordBusiness Enterprises - Managementspa
dc.subject.keywordCreative ability in businessspa
dc.subject.keywordLeadershipspa
dc.subject.keywordCompetitivenessspa
dc.subject.keywordOrganizational learningspa
dc.subject.keywordInternational tradespa
dc.subject.keywordTechnological innovationsspa
dc.subject.keywordSocial Networksspa
dc.subject.lembGLOBALIZACIÓNspa
dc.subject.lembPLANIFICACIÓN ESTRATÉGICAspa
dc.subject.lembCICLO DE VIDA DE LOS PRODUCTOSspa
dc.subject.lembCOMERCIO ELECTRÓNICOspa
dc.subject.lembINDUSTRIA DE PASTAS ALIMENTICIASspa
dc.subject.lembEMPRESAS INTERNACIONALES - CASOSspa
dc.subject.lembEMPRESAS FAMILIARESspa
dc.subject.lembADMINISTRACIÓN DE EMPRESASspa
dc.subject.lembAPTITUD CREADORA EN LOS NEGOCIOSspa
dc.subject.lembLIDERAZGOspa
dc.subject.lembCOMPETITIVIDADspa
dc.subject.lembAPRENDIZAJE ORGANIZACIONALspa
dc.subject.lembCOMERCIO INTERNACIONALspa
dc.subject.lembINNOVACIONES TECNOLÓGICASspa
dc.subject.lembREDES SOCIALESspa
dc.titleTheories and contemporary challenges of a global pasta leader: the case of Barilla SpAspa
dc.typeinfo:eu-repo/semantics/masterThesiseng
dc.typemasterThesiseng
dc.type.hasVersionacceptedVersioneng
dc.type.localTesis de Maestríaspa

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Master in International Business - MIB (tesis)