INTERNALITIONALIZATION PROCESS OF LEONISA: A COLOMBIAN COMPANY OF WOMEN'S UNDERWEAR (Article published in Spanish)
Keywords:
Foreign direct investment, Colombian foreign investment, internationalization, underwear, third world multinationals, apparel industry, LeonisaAbstract
The main objective of this document is to analyze the internationalization process of the firm Leonisa, a company with outstanding performance in the world of exclusive women´s underwear. The different strategies in exports and direct investment, as well as the various markets in South and Central America, and Europe, where Leonisa products are present, are analyzed. For a better understanding of the market where Leonisa functions, this paper explores the main trends and players in the apparel industry. Additionally, the origins and evolution of this family business, and the latest conflict which resulted in changing the family ownership is described in the document.
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