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From Zero to Sales

Developing and Implementing an International Sales Strategy in Competitive Consumer Markets (Case Study)

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International Leadership

Part of the book series: uniscope. Publikationen der SGO Stiftung ((UNISCOPE))

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Abstract

This case study documents the internationalization effort of a Swiss SME which strongly benefited and revolved around the leadership of its co-founder and CEO with an early drive for internationalization. Not only did the company experiment with international production locations, it also quickly established global reach in marketing and distribution. By 2018, its leadership was challenged internationally as the maintenance of operations and distribution stretched resources and questioned efficiency in using of them. In a subsequent phase of analysis, consolidation, and dedicated investment, the leadership strengthened its international strategic effort and successfully developed global sales.

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Notes

  1. 1.

    Often attributed to Albert Humphrey of the Stanford Research Institute in the late 1960s, a SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework used to evaluate a company’s competitive position and to develop strategic planning. A SWOT analysis assesses internal and external factors as well as current and future potential.

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Authors and Affiliations

  1. Institute of Business and Regional Economics, Lucerne University of Applied Sciences and Arts – Business, Lucerne, Switzerland

    Sebastian Huber

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  1. Sebastian Huber
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Correspondence to Sebastian Huber .

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Editors and Affiliations

  1. Lucerne University of Applied Sciences and Arts – Business, Institute of Business and Regional Economics, Lucerne, Switzerland

    Ingo Stolz

  2. Centre for Family Entrepreneurship and Ownership, Jönköping University, Jönköping, Sweden

    Sylvie Oldenziel Scherrer

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© 2022 The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature

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Huber, S. (2022). From Zero to Sales. In: Stolz, I., Oldenziel Scherrer, S. (eds) International Leadership. uniscope. Publikationen der SGO Stiftung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-37306-1_18

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