Thunderbird Case

Hush Puppies in Chile

Case #: 
A07-97-0022
Fields: 
Strategic entry; internationalization
Author(s): 
Allen J. Morrison and James Bowey
Abstract: 

The Hush Puppies Chile case focuses on the internationalization opportunities facing a successful, integrated footwear manufacturer/retailer based in Santiago, Chile. The highly successful company, which licenses the Hush Puppies brand, has begun a number of international initiatives and must now determine how best to exploit its resources in the future. Ricardo Swett, the family appointed manager of Hush Puppy Chile, must recommend which alternative is most appropriate and how fast to proceed.

Teaching: 

The Hush Puppies Chile case can be used in the first half of an international management course after students have reviewed the various types of entry modes. The case can be used to highlight the dilemma companies face regarding the deployment of resources on international expansion versus moving to diversify domestically. The case can also be used towards the end of the internationalization section of the course to identify the role core competencies play in determining international strategy.

Industry: 
Shoes
Setting: 
Chile 1992
Length: 
18 pages
Source: 
Field Case
Published: 
1997
Subject: 
General Management