 Agropecuaria MontelíbanoEsteban R. Brenes, Melina Segura and Caleb A. Pichardo Journal of Business Research, 2015, vol. 68, issue 12, 2517-2526 Abstract: Agropecuaria Montelíbano was a Honduran company engaged in growing, packing and marketing melons for customers and markets with differentiated needs under the brand Mike's Melons. Although the company was competing mainly in the USA and Europe, the melons were commercialized primarily in the United States; however, after a problem with the Food and Drug Agency (FDA) in 2008, it was clear that the company needed to expand its markets. It decided to further emphasize the European market. By 2010, Miguel Molina, Jr., CEO of the company, was wondering if the target markets still offered opportunity for growth or whether Agropecuaria Montelíbano should start seeking new destinations. The case study provides enough information to allow the reader to formulate ways for the company to grow in different markets. Its aim is twofold: to generate ideas and conclusions about growth management during a company's geographical expansion; and to formulate proper strategies for building brands from emerging markets. Keywords: Internationalization; Agricultural commodities differentiation; Customer needs; Business strategy; Emerging economies (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:12:p:2517-2526 DOI: 10.1016/j.jbusres.2015.06.029 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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