Ref: IMD-5-0748

Case study

Reference: IMD-5-0748

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Havaianas: A Brazilian brand goes global

Dominique Turpin

By Professor Dominique TurpinDominique Turpin and Tania Naomi Konishi

In January 2008, Márcio Luiz Simões Utsch, president & CEO of Sâo Paulo Alpargatas S.A., and his management team are looking at how to turn Havaianas, a leading brand in rubber flip flops, into a major global brand.

Learning Objective

The case looks at how a Brazilian footwear company is trying to build a global brand in a highly competitive industry.
KeywordsFootwear, International Marketing, Marketing
SettingsGlobal, Brazil
TypeField Research
Related materialTeaching note, Video
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Reference: IMD-5-0748

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Case study

Reference: IMD-5-0748

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