This book explores the concept of reverse entrepreneurship, providing real-life examples of innovative start-ups and ventures hoping to internationalize. Traditionally, entrepreneurial ideas have flowed from developed countries to emerging markets. This book, however, examines entrepreneurial ideas flowing in the opposite direction, with case studies from organizations that were initially launched in emerging markets. With a specific focus on Latin America, the cases examine the experiences of entrepreneurs and reveal much-needed strategies for entry into developed markets. This book will undoubtedly be useful to both academics and practitioners as it covers a wide range of industries, products and services and takes a closer look at market platforms and high-impact entrepreneurship. Providing a valuable contribution to a relatively unexplored area, this is a compelling collection of insights into reverse entrepreneurship which presents practical solutions for entrepreneurs lookingto expand their businesses in the future.
Auteur
Pável Reyes-Mercado is a member of Associate Faculty at Anáhuac University, Mexico, having previously studied at EGADE Business School. He has held positions at Alcatel, Coca-Cola Femsa and HSBC bank, and his research interests revolve around innovation, technology-enabled marketing and entrepreneurial marketing.
Guillermo Jesús Larios-Hernández is a member of Associate Faculty and Entrepreneurship Coordinator at Anáhuac University, Mexico and previously studied at the National Autonomous University of Mexico (UNAM). He has professional experience working at Siemens, AT&T-Alestra and Global Affairs Canada. He is interested in researching entrepreneurship, innovation and technology, the digital economy and ICT.
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Introduction
Drawing from the concept of reverse entrepreneurship, a type of international new venture that originates in emerging markets to target more developed economies, this casebook brings together five cases of Latin America entrepreneurship. The purpose of the casebook is to develop entrepreneurial knowledge departing from local, relevant, up-to-date cases that inform a broader audience of business students, practitioners, and academics about the latest issues in the emerging Latin American international entrepreneurship.
Innovation and Reverse Entrepreneurship. Going from Latin America to Developed Markets Case Studies provides a suitable learning tool to spread the challenges and dilemmas faced by real-world entrepreneurs during the stages of ideation, development, and growth of business projects. These case studies differ from other works in that they focus on a character generally a manager or an entrepreneur who faces an international business dilemma and needs to take prompt and effective decisions under uncertainty and the complex business environments of Latin America.
Little academic research seems to be available to understand enterprise internationalization in Latin American economies (Felzensztein et al., 2015), leaving researchers with more unanswered questions about reverse internationalization dynamics and case studies closer to the Latin American reality. This casebook aims to provide a better understanding of enterprise internationalization from a Latin American perspective, which would have implications for academia in explaining useful cases for internationalization strategies that originate in the region. This is a region characterized by limited innovation capabilities (Lederman et al., 2014) and reverse internationalization innovative models set valuable examples for international enterprise entrepreneurship, particularly in instances related to the innovative solutions and business models. The case studies that are presented in this casebook explain companies that decided to go international in a variety of sectors, including agrifood, consumer manufacturing, information and communication technologies, and entertainment, introducing original insights on how internationalizing entrepreneurs in different industries, markets and countries tried original solutions for their business challenges.
The first case, by Pavel Reyes-Mercado, is named Benotto bikes: lateral internationalization and emphasizes the case of a Venezuelan company forced to re-position its branding strategy as a consequence of unpredictable market changes. The case pushes students to advise on business strategies based on Latin American business, political and social settings, emphasizing the challenges posed by a brand well positioned in past generations, but which offspring (millennials) demand a new type of branding strategy. This is the case of a family company that had to mobilize internal resources, people, ad strategy to gain traction in more competitive international markets. The second case, titled Entertaining and educating children around the world, by Argentina Soto, examines Kidzania, a successful kid's interactive entertainment Mexican brand, fully internationalized in Europe, Asia, Africa and Latin America. Despite its success, the firm still faces significant challenges reaching the US market, which profile demands a new strategy, with implication that encourage students to develop further analysis. This case also invites students to analyze internationalization alternatives, recognizing the importance of corporate governance in internationalizing family businesses. Legal, economic and cultural implications of each internationalization alternative are also considered from a financial perspective.
In the third case, Reverse internationalization of wearable technology: shaping foreign market opportunities through innovativeness, learning and networking, Guillermo Larios presents a reverse innovation and entrepreneurship case, where learning and networking become instrumental in gaining international traction. This is the case of Ironbit, a Mexican information and communications technology company that after years of internationalization intents, decides to spinoff a wearable bracelet conceived for global markets. The case showcases the firm's struggles to determine the appropriate business model to position its bracelets in competitive international markets. Context and relevant issues related to the internationalization are discussed, which give students enough material to analyze alternative business models as part of the company's global strategy, and provides them with a learning experience about different reverse internationalization strategies. The fourth case, titled The rise and fall of an international new venture: The case...