González Pérez, María Alejandra2015-10-292015http://hdl.handle.net/10784/7481Barilla 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 aheadspaTeoría eclécticaMarcas de empresainfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessGLOBALIZACIÓNPLANIFICACIÓN ESTRATÉGICACICLO DE VIDA DE LOS PRODUCTOSCOMERCIO ELECTRÓNICOINDUSTRIA DE PASTAS ALIMENTICIASEMPRESAS INTERNACIONALES - CASOSEMPRESAS FAMILIARESADMINISTRACIÓN DE EMPRESASAPTITUD CREADORA EN LOS NEGOCIOSLIDERAZGOCOMPETITIVIDADAPRENDIZAJE ORGANIZACIONALCOMERCIO INTERNACIONALINNOVACIONES TECNOLÓGICASREDES SOCIALESGlobalizationStrategic PlanningProduct life cycleElectronic commercePasta industryInternational business enterprises - CasesFamily corporationsBusiness Enterprises - ManagementCreative ability in businessLeadershipCompetitivenessOrganizational learningInternational tradeTechnological innovationsSocial NetworksAcceso abierto2015-10-29Wolf, Ronald Scott