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IESE (España)
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Aje: Selling Drinks to the Base of the Pyramid (Chinese Version)
Nueno, José Luis; Bazán, Miguel; Rodríguez, SilviaCase M-1254-ZHMarketingThe case study describes AJE Group's internationalization process. It analyzes its foray into the Asian market and the consumer profile in this region as opposed to the company's natural market, South America. The text describes the challenges of a family business turned multinational group: human resource management, financial management, cultural issues, and so on.Starting at €8.20