...Nükhet Vardar Subject area Marketing Study level/applicability Primary target: Marketing and communications undergraduate students, especially coming from emerging countries. Secondary target: MBA students studying Principles of Marketing, Integrated Marketing Communications (a similar version...

... required to launch an advertising campaign. Study level/applicability This case may be used for the first marketing course in MBA curricula, as well as in executive education programs addressing communications and advertising strategy issues. Case overview On a cold July afternoon in 2005, Matías...

...Nükhet Vardar Subject area Marketing. Study level/applicability The primary target for this case study is marketing and communications undergraduate students, especially those from emerging countries; the secondary target is MBA students studying principles of marketing, integrated marketing...

... as well as their marketing communications. The main learning objective in this case is presenting Cilantro's path for internationalization as a model for local organizations striving to go global. Expected learning outcomes Identifying the internationalization process, explaining a success story...