Artecola: Building a Global Brazilian Multinational from Rio Grande do Sul

Published 23 Sep 2013
Reference 6014
Topic Strategy
Region South America
Summary

This case analyzes the internationalization process of a Brazilian emerging multinational Artecola, a leader in manufacturing adhesives. It examines the different acquisitions of this medium-size family business in its natural market - Argentina and thenother Latin American countries. As the company moves from exporting to establishing manufacturing plants, it faces new challenges in order to sustain its growth: how to acquire and retain talent and financial resources.

Teaching objectives

The case provides a unique perspective on the following issues: 1) Growth challenges of a family business from Rio Grande do Sul in Brazil. 2) Evaluation of an internationalization strategy of an emerging multinational. 3) Artecola's model for building a global company, expanding first in its natural market. 4) How to survive and expand internationally in a volatile market.

Keywords
  • Q11314
  • Internationalization
  • Mergers and Acquisitions
  • Brazil
  • Emerging multinationals
  • Innovation
  • Natural markets
  • Family business
  • Alliances