publication . Article . 2014

Internationalization of Boost Juice to Malaysia

Jane Menzies; Stuart Orr;
Open Access
  • Published: 01 Jan 2014 Journal: Asian Case Research Journal, volume 18, pages 175-197 (issn: 0218-9275, eissn: 1793-6772, Copyright policy)
  • Publisher: World Scientific Pub Co Pte Lt
Abstract
<jats:p> This case describes the process that the Australian juice retail chain, Boost Juice, has used to internationalize to Malaysia. The main objective of this case is to demonstrate good practice in regard to internationalization. The case provides the background of the juice bar industry in Malaysia and determines that it is an attractive market for new start-up juice bars. An analysis of Boost Juice's capability determined that the company utilized the skills of its staff, product innovations, branding and marketing as core competencies to support its internationalization into Malaysia. In particular, the company's distinctive capabilities of organizationa...
Persistent Identifiers
Subjects
free text keywords: General Business, Management and Accounting, Marketing, Good practice, Organizational flexibility, Competitive advantage, Market share, Business, Core competency, Franchise, Internationalization
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