Cases in Internationalization of Small and Medium Sized Enterprises
Cases in Internationalization of Small and Medium Sized Enterprises
Contributor(s): Aleksandar Erceg (Editor), Julia Perić (Editor), Anamarija Delić (Editor), Veit Wohlgemuth (Editor), Tine Lehmann (Editor), Sunčica Oberman Peterka (Editor), Ryan Pearce (Editor)
Subject(s): Social Sciences, Economy, Supranational / Global Economy, Business Economy / Management, Sociology, Health and medicine and law, Sports Studies, Marketing / Advertising, Tourism, ICT Information and Communications Technologies, Socio-Economic Research, Transport / Logistics
Published by: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku
Keywords: case study; SMEs; internationalization;
Summary/Abstract: The case studies in this book are one outcome of the Erasmus+ project INTernational ENtrepreneurship Skills Europe (INTENSE) which ended in August 2019. The project aimed to achieve targets set out in the “Agenda for the modernisation of Europe’s higher education systems” by improving the quality and relevance of higher education, by promoting mobility and cross-border cooperation, and by linking higher education, research and business sectors. The main project partners were five HEIs from different European countries: Hochschule für Technik und Wirtschaft Berlin, Germany, Turku University of Applied Sciences, Finland, Hogeschool Utrecht, the Netherlands, University Colleges Leuven-Limburg, Belgium and Josip Juraj Strossmayer of Osijek, Faculty of Economics in Osijek, Croatia. The objective of the project was to develop and implement an innovative and multifaceted teaching module on the internationalisation of SMEs to boost the entrepreneurial behaviour and internationalization of students, HEI staff and SMEs. These characteristics are linked to increased employability of both HEI students and HEI university staff, and to a better understanding of the process of internationalisation of SMEs by students and SMEs. The development of innovation competences and versatile international skills requires practice-oriented learning environments, the utilization of active learning, and innovative teaching methods. Lecturers are key players in supporting students’ innovation-oriented action, by deviating from the traditional teacher-centred approach. Instead, the project relied on international university-company cooperation as a learning environment. This enhanced not only students’ but also teachers’ and SMEs’ innovation competences, entrepreneurial skills and knowledge about internationalisation beyond classical classroom teaching. The involved SMEs also benefitted by receiving advice on their international business activities. However, the students did not just consult local SMEs in their internationalisation process but also cooperated with another student team in the target market of the SME’s internationalisation. The students documented their consultancy stories in teaching case studies. In this book we are presenting some of the case studies that are one result of the students’ and professors’ work during the transnational student consultancy projects. The cases summarise the main challenges that our partner firms faced and that the students were supposed to solve. We hope you will find them useful for your classes and that you and your students can benefit from our learning experience through these cases. The teaching notes to each case are available upon request in a separate booklet.
- E-ISBN-13: 978-953-253-159-6
- Print-ISBN-13: 978-953-253-158-9
- Page Count: 115
- Publication Year: 2020
- Language: English
Overview of the Case Studies
Overview of the Case Studies
(Overview of the Case Studies)
- Author(s):Author Not Specified
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management, Agriculture, Health and medicine and law, Sports Studies, Marketing / Advertising, Tourism, ICT Information and Communications Technologies, Socio-Economic Research, Transport / Logistics
- Page Range:3-8
- No. of Pages:6
- Keywords:case study; SMEs; internationalization; overview;
BB GmbH Internationalization into Brazil
BB GmbH Internationalization into Brazil
(BB GmbH Internationalization into Brazil)
- Author(s):Agustin Ecker, Katharina Grassi, Lana Efua Missah, Martin Sloboda
- Language:English
- Subject(s):Geography, Regional studies, Supranational / Global Economy, Business Economy / Management, Socio-Economic Research
- Page Range:9-16
- No. of Pages:8
- Keywords:case study; SMEs; internationalization; Brazil; BB GmbH;
- Summary/Abstract:In order to decide whether to internationalize to Brazil, Mrs. Delgado and her team conducted research on political, economic, legal, and technological factors. Due to experience, knowledge, and time constraints BB GmbH decided to hire a consulting firm to support the company in the decision-making process. While Mrs. Delgado and the CEO feel very enthusiastic about the internationalization into Brazil, other employees are reluctant.
For the Love of Bread
For the Love of Bread
(For the Love of Bread)
- Author(s):Tine Lehmann
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management
- Page Range:17-18
- No. of Pages:2
- Keywords:case study; Germany; EU; bread; Altus brothers; internationalisation;
- Summary/Abstract:The average German eats 56 kg of bread per year (Statista 2013). And even though that means the German consumer is just about average in the EU, German bread has always had a specific reputation. Since 2014, German bread baking culture is even considered to be UNESCO world heritage. Nevertheless, traditional bakeries are struggling with the extremely low-price competition in the supermarkets. More and more traditional bakeries are closing; and more bread is sold in the supermarkets, containing long lists of additives.
Carta’s plan for export
Carta’s plan for export
(Carta’s plan for export)
- Author(s):Tihana Koprivnjak, Đurđica Ervačić, Sara Kuček
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management, Agriculture
- Page Range:19-24
- No. of Pages:6
- Keywords:case study; Croatia; Carta; private limited company; internationalisation; Belgium; sugar industry; flour industry; livestock feed industry;
- Summary/Abstract:From big corporate career to small business ownership – this is how the story of Branka can be described. Branka had an outstanding career in the packaging industry in Croatia, but something just did not feel completely right. Branka, graduated from the Faculty of Economics and Business at the University of Osijek, and soon after was employed in the packaging industry. As a trainee, she gained her first work experience at Litokarton d.d., but Branka progressed remarkably fast and showed excellent results, getting promoted to finance director when she was only 27 years old. After Litokarton d.d., she continued her career in a private company, Ekovreća d.o.o., where she also showed her talent. In 2012, she found a job in the Žito Group and became the director of one company within the group. However, idea about her own business was growing stronger and stronger. After a year, she decided that it was time for new business ventures.
Europlast goes to Holland
Europlast goes to Holland
(Europlast goes to Holland)
- Author(s):Petra Mezulić Juric, Dora Barbarić, Luka Kolak
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management
- Page Range:25-30
- No. of Pages:6
- Keywords:case study; SMEs; internationalisation; Europlast; Holland; Dutch market;
- Summary/Abstract:One would say that Europlast is typical family business. Company was established in 1998 In small town of Donji Miholjac (Croatia) by Predrag who showed remarkable sense for running a company. He was also very successful in involving his son Bojan into the business from young age. Bojan always wanted to join the company. He always had new ideas how to improve the business, but Predrag had Bojan’s best interest in mind and wanted him to get university education before joining the business. Gradually company grew and had overcome all of typical family business problems. Finally, Bojan decided to join the family business in 2017 right after graduating from the Faculty of Economics and Business at the University of Osijek. Bojan firmly believed that he could bring new ideas to the business and help further develop it. He had very good skills in communicating with foreign business partners, and good market research skills, so Predrag thought Bojn could do a valuable work in helping company further internationalize.
Euro-trans GbmH to internationalize to Croatia
Euro-trans GbmH to internationalize to Croatia
(Euro-trans GbmH to internationalize to Croatia)
- Author(s):Lina Lefstadt, Till Steinmann, Paul Crowley, Thomas van den Berg, Menno de Lind van Wijngaarden
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management, Transport / Logistics
- Page Range:31-40
- No. of Pages:10
- Keywords:case study; SMEs; internationalization; Croatia; Euro-trans GmbH;
- Summary/Abstract:Logistics and transport connect our increasingly globalized world. In The Netherlands, it is common to make purchases online, where an “order before” 12.00/15.00/19.00/even as late as 23.00 for next-day-delivery service is soon becoming the norm. Our clothes, our food, our technology, our furniture, our building materials, yes, basically everything that you can think of, traveled hundreds, if not thousands of kilometres at different stages of completion before reaching us as a finished good, to be consumed. Some travel by sea, some by air, and some by land, divided between the railways and roads. Road transport, a market growing for the fifth consecutive year in the EU, is up almost 35% in tonnes of goods per kilometre between 2013 and 2017 (Eurostat, 2018). Not only did the number of goods transported go up during these years, but also the number of kilometres driven has increased. Truck drivers are therefore in increasingly high demand, and need to cope with the ever-growing demand from consumers and businesses to transport goods across the continent, as well as across countries, as fast as possible and as cheaply as possible. Because not only do we, the consumers, want things delivered to our doorsteps at the speed of light, but we are not really willing to pay extra for it (McKinsey, 2016). This is driving prices across the sector down as part of the competition for clients; whilst expenses are increasing with the rising fuel prices and growing environmental concern (Rapier, 2018).
FIYLO Deutschland GmbH
FIYLO Deutschland GmbH
(FIYLO Deutschland GmbH)
- Author(s):Raya Grigorova, Marcel Frank Ernesto Volz, Tine Lehmann
- Language:English
- Subject(s):Business Economy / Management
- Page Range:41-45
- No. of Pages:5
- Keywords:case study; SMEs; FIYLO; GmbH; Germany; internationalization; event planing;
- Summary/Abstract:Whether you are walking through your hometown on a warm summer night, passing by bars and pubs, all offering entertaining events, comedy shows, or small concerts for uprising indie singers, or scrolling through Facebook or your favorite event’s page, looking for a cool new cafe to visit, festival to go to or concert to sign along with your friends and preferred artist, this is the daily life for most of us. However, have you ever wondered who organises all these events? How do they find a place and why was Ed Sheeran’s concert held in the Olympic Stadium, so far away from your home? Who makes those choices and how do they know where to go so that they gather the biggest crowd and make as much profit as possible? All these questions, and more, have been bothering a married couple of event planners for years, until one day, in the summer of 2006 they came up with an idea to gather all event venues under one roof, helping other agents organise events faster and smoother, providing you, the reader and customer, with more and exciting events to attend. Nicola and Frank make their, and many others’, dreams come true in 2007 in Hanover when they created a company called “locationportale”, later changed to “fiylo”, an abbreviation for “find your location”, and started helping event planners find the best location for their new events. The company has been operating in Germany, Austria, and Switzerland, but the question of internalization appeared in early 2018 when it thought: “Where to now?” It had 2 The Erasmus+ INTernational ENtrepreneurship Skills Europe (INTENSE) project started in September 2016 and it is aimed at achieving targets set out in the “Agenda for the modernization of Europe’s higher education systems” by improving the quality and relevance of higher education, by promoting mobility and cross-border cooperation, and by linking higher education, research and business sectors. The objective of the project was to develop and implement an innovative and complex teaching module on internationalization of SMEs, in order to boost entrepreneurial behavior and internationalization of students, HEI staff and SMEs. This leads to increasing employability of both HEI students and HEI university staff, and to a better understanding of the process of internationalization of SMEs by students and SMEs. The main project partners are five HEIs from five European countries: Hochschule für Technik und Wirtschaft Berlin, Germany, Turku University of Applied Sciences, Finland, Hogeschool Utrecht, the Netherlands, University Colleges Leuven-Limburg, Belgium and Josip Juraj Strossmayer of Osijek, Faculty of Economics in Osijek, Croatia. Innovation competences and versatile international skills can be boosted through education, but this requires consideration of qualitative and practical learning environments and utilization of active learning and new teaching methods. Teachers are key players in supporting students’ innovation-oriented action, which demands changing the traditional teacher-centred approach. International university-company cooperation as a learning environment enhances not only students’ but also teachers’ and SMEs’ innovation competences, entrepreneurial skills and knowledge about internationalization. International university-company cooperation can offer new innovative ideas and support for internationalization of SMEs’ business activities. Based on project activities, four groups of stakeholders (students, HEIs, SMEs and policy makers (ministries of education, science, economy, etc.)) are identified, and different recommendations for the development of the defined areas are made. At HEIs level, there is need for: financial support for similar projects connecting students, HEIs and the business sector, lifelong learning (LLL) programmes on internationalization for SMEs, joint (two or more HEIs together) master level programmes on business internationalization taught in English. Areas for improvement at the student level are: “learning by doing” type of programmes – working with real cases (companies), obligatory internships as an important part of study programmes, and combining other (e.g. language(s) course(s)) with these types of projects. The SMEs level requires creation of specific educational programmes on internationalization and a solution for financing parts of the internationalization process and matchmaking activities. The project also resulted in policy recommendations aimed at ministries of education and ministries of economy and entrepreneurship, and they include suggestions for an easier and faster process of changing curricula and support involvement of the business sector in curricula development (ministry of education); financial support for educational programmes on internationalization of SMEs and matchmaking activities (ministry of economy/entrepreneurship). 42 been surrounding itself with all neighbour countries as allies; so, the next logical move would be the Netherlands, Poland, or France. All around the world there are events and business trips organised, premiers and concerts held, but what strategy should it proceed with, should it expand to the Netherlands as a neighbour country, or is this path not leading it to global success?
How Project Management Leads to Success at GHT
How Project Management Leads to Success at GHT
(How Project Management Leads to Success at GHT)
- Author(s):Veit Wohlgemuth, Ivan Tenev, Bogdan Marchinko, Carolin Fleischer
- Language:English
- Subject(s):Business Economy / Management, Evaluation research
- Page Range:46-49
- No. of Pages:4
- Keywords:case study; GHT GmbH; German Heat Technology; project management;
- Summary/Abstract:In the early days, GHT GmbH (German Heat Technology) was a successful company operating in the field of heat technology and recovery. The company had a unique position in the market and cooperated with global partners by engineering, manufacturing, and selling its products to end customers like Siemens or Bosch.
Buying a Packaging Machine
Buying a Packaging Machine
(Buying a Packaging Machine)
- Author(s):Kallio Päivi, Lehtonen Arto, Leea Pajari, Nea Rumpunen, Kaisa Saviste
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management
- Page Range:50-53
- No. of Pages:4
- Keywords:case study; SMEs; Haloila; internationalization; packaging;
- Summary/Abstract:Standing in front of the Executive Team, Hilla Marjatta Hillo found herself thinking about how she had got to this point. She was working for an international pharmaceuticals procurement team in Germany. Her first task was to identify the best machine supplier for the company. They needed a stretch wrapping machine for the new packaging line.
Laitilan Wirvoitusjuomatehdas - How to enter the German market
Laitilan Wirvoitusjuomatehdas - How to enter the German market
(Laitilan Wirvoitusjuomatehdas - How to enter the German market)
- Author(s):Essi Grönfors, Niko Hakala, Petri Kuru, Tiia Ollila, Santtu Pääkkönen
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management
- Page Range:54-56
- No. of Pages:3
- Keywords:case study; SMEs; Laitilan Wirvoitusjuomatehdas; internationalization; German market; alcoholic beverages;
- Summary/Abstract:Our story begins in the autumn of 2018 in a small town in Western Finland called Laitila. It’s a beautiful sunny day, and a warm breeze is blowing through the Laitilan Wirvoitusjuomatehdas factory. Production of the best beer brand in Finland has just begun this morning. You can hear the machines humming in the background, and the smell of fresh malt fills the air. You can almost taste the freshly made Finnish top-quality Kukko beer. But it’s not ready yet. It must be locked in a sealed container for at least three weeks. Only then will Kukko have its unique taste and be ready to be served to anyone who appreciates fantastic tasting beer. To top it all, it’s gluten-free too. No one knows how it became gluten-free, but sometimes accidents make great things even better. For Finns, a little moment with a good beer can make your day. Some might call this magic, but Laitilan call it professionalism.
Leveraxe going abroad
Leveraxe going abroad
(Leveraxe going abroad)
- Author(s):Antti Tyykilä, Janita Laakso, Kalle Hokkanen Oskari Vuorio, Samu Suominen
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management
- Page Range:57-60
- No. of Pages:4
- Keywords:case study; SMEs; internationalization; Leveraxe; Croatia;
- Summary/Abstract:Heikki Kärnä wanted to invent a smarter, more efficient and more ergonomic axe than the regular ones on the market. This all started 20 years ago in the gloomy Finnish forest. At the time, Heikki was clearing a rocky site to build a house for himself and his family. As he worked, he got really frustrated with his normal axe. “Damn it!” he said in despair. “Making firewood is such hard work, and it’s dangerous too!” He decided the normal axe was way too dangerous and arduous to use. “I need to work on this!” Heikki said to himself. This was Leveraxe’s eureka moment. After it, Heikki began to turn over in his mind how he could improve the normal axe which the salesman in the local hardware store had recommended so highly. After multiple prototypes and visits to the local blacksmith, he finally managed to perfect his invention. He was very pleased with his work and believed it would be a success. This invention is now known as a Vipukirves – or Leveraxe in English.
Going Abroad to Fight Migraines: The internationalization of M-Diary
Going Abroad to Fight Migraines: The internationalization of M-Diary
(Going Abroad to Fight Migraines: The internationalization of M-Diary)
- Author(s):Gergely Kiss, Jacob Holle, Samuel Schrader, Ho-Hsuan Tsai
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management, Health and medicine and law, ICT Information and Communications Technologies
- Page Range:61-70
- No. of Pages:10
- Keywords:case study; SMEs; internationalization; M-Diary; ICT; health; migraine;
- Summary/Abstract:In Europe, 14.9% of all adults aged 18-65 suffer from migraines, a headache disorder causing episodic attacks with strong headache, nausea, visual, and aural over sensitivity and other symptoms (The World Health Organization, 2011). One of the affected people is Julia Schulze, the sister of Fabian Schulze. In his teenage years, Fabian often had to experience how his older sister suffered from the attacks, taking her out for one or sometimes for several days. It happened more than once that the family had planned weekend trips and that they had to be cancelled last minute because Julia had one of her migraine attacks. She saw multiple doctors to help her solve the headache problems, but none of the researched medical solutions caused a significant improvement for Julia.
Internationalization of Nixed
Internationalization of Nixed
(Internationalization of Nixed)
- Author(s):Madlen Fischer, Anna Marie Hubulova, Angela Malai, Juuso Ranne, Peter Savovsky, Aleksei Tiutchev
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management, Communication studies
- Page Range:71-77
- No. of Pages:7
- Keywords:case study; SMEs; Nixed; internationalization; public relations;
- Summary/Abstract:This morning, Ms. Geber woke up from a night with little sleep. She had a vision, but she could not grasp it in her mind. After a creative day she spent at work yesterday, she was left with many ideas and questions. It was not the first, and probably not the last time that she had to explain to a customer that there was no optimal solution she could provide to them. The year of 2017 was a year with many ups and downs in Ms. Geber’s business.
Ortostep: Improving Logistics
Ortostep: Improving Logistics
(Ortostep: Improving Logistics)
- Author(s):Mirna Leko Šimić, Ružica Stanić, Dinko Romer, Katarina Fekete
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management, Health and medicine and law
- Page Range:78-81
- No. of Pages:4
- Keywords:case study; SMEs; Croatia; internationalization; Ortostep; medical equipment; Belgium;
- Summary/Abstract:Ortostep is a family-owned enterprise established in 1982, in Osijek, Croatia. Since its inception, it successfully produces different types of shoes and gained valuable experiences. During the last 15 years, the production of medical shoes produced to accommodate deformities and other foot maladies, has become its core business. Currently, three stores sell Ortostep products in Croatia. One store is located in Osijek and two stores are located in Zagreb. The three main product lines are: orthopaedic footwear, anatomic footwear, and special apparel for medical staff. All three product lines are available in Croatia, but only selected product lines are exported, e.g. the diabetes shoes product line.
Ortostep goes to Finland
Ortostep goes to Finland
(Ortostep goes to Finland)
- Author(s):Mirna Leko Šimić, Rita-Krin Boduljak
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management, Health and medicine and law
- Page Range:82-85
- No. of Pages:4
- Keywords:case study; SMEs; Croatia; internationalization; Ortostep; medical equipment; Finland;
- Summary/Abstract:Ortostep is a Croatian company that was founded in 1982 by Nikola and Elizabeta Kolarić. The company started producing belts, leather bags, leather garments, and fashion shoes. Over the years it decided to change its business direction and started to produce orthopaedic footwear. As a result, it was necessary to create a partnership with the most important health insurance companies in Croatia and 7-8 years ago the line of diabetic shoes was produced, although Ortostep does not produce separate insoles. Ortostep exports to countries such as Austria, Germany, and Japan since 2014. The company has three retail units in Croatia, one manufacturing facility in Osijek and it also produces on demand.
A Dream of Safe Railway Systems
A Dream of Safe Railway Systems
(A Dream of Safe Railway Systems)
- Author(s):Rosa Stottele, Alina Cuznețov, Miriam Müller, Sebastian Götz, Maxi Gerbig, Tine Lehmann
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management, Transport / Logistics
- Page Range:86-89
- No. of Pages:4
- Keywords:case study; SMEs; internationalization; railways; Grüne Industry Electronics;
- Summary/Abstract:In 2016, a total of 1.787 significant railway accidents were reported in the EU, in which a total of 964 people were killed. Although the number of railway accidents and deaths have been decreasing in the past years, Peter Grüne is certain that there is still a lot of room for improvement. Peter Grüne is the CEO of Grüne Industry Electronics, a company producing devices managing the electronic potential in railways to avoid erosion, eventually reducing the number of accidents. He believes that railways are the future of transportation and is keen on improving the safety of millions of people and goods transported daily in Europe.
Shovel Bike Parts
Shovel Bike Parts
(Shovel Bike Parts)
- Author(s):Tihana Koprivnjak, Ivan Filipović, Ivona Adrić, Karla Bilandžić
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management, Sports Studies
- Page Range:90-95
- No. of Pages:6
- Keywords:case study; SMEs; Croatia; Finland; Shovel; internationalization;
- Summary/Abstract:Shovel’s story starts in 2010 when it began producing high-end products, all of which are made by riders for riders. Its core products are bike components, such as a chain guide. Complex field testing, research and development are behind all of its products. All of this resulted in champion lightweight and advanced design that makes them different. Shovel is very proud of the fact that all of its products are developed and produced in its own workshop in Croatia. The idea behind their products is very simple, just install it and forget about it!
Superbottles: Internationalization into BeNeLux
Superbottles: Internationalization into BeNeLux
(Superbottles: Internationalization into BeNeLux)
- Author(s):Anne Ruokolainen, Elitza Hristova, Michael Benkovich, Mila Petkova, Ropafadzo Murombo, Wellney Yarra
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management, Marketing / Advertising
- Page Range:96-102
- No. of Pages:7
- Keywords:case study; SMEs; internationalization; packaging industry; Superbottles; marketing; Benelux;
- Summary/Abstract:Fact: 35 million plastic bottles end up in the ocean every year. Just like anyone else in Vienna, Freddy and Patrick used to be regular consumers of plastic bottled water. It seemed harmless, and convenient. You buy a bottle of water when you are thirsty, and throw it away when you are done, and by placing it in a trash can, you are fulfilling your responsibility as a good citizen…but are you really? It is one thing to prevent pollution on the streets. Putting trash in the trash can, especially if you live in a country where the trash is separated, seems like you are doing a great job in being a friend of the environment. What we do not consider, though, is that even once you have thrown away your plastic bottle, it can still end up in the wrong place. We focus on answering the question “Did I dispose of my plastic correctly?”, when it really should be “Should we be using plastic to begin with?“
Sweet Amsterdam’s Internationalization into Finland
Sweet Amsterdam’s Internationalization into Finland
(Sweet Amsterdam’s Internationalization into Finland)
- Author(s):Fabio Repetto, Mesut Tarkan, Annette Ammeraal
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management, Health and medicine and law
- Page Range:103-108
- No. of Pages:6
- Keywords:case study; SMEs; internationalization; Sweet Amsterdam; Finland; food industry;
- Summary/Abstract:This chapter has been removed.
VandeStreek Internationalization into Croatia
VandeStreek Internationalization into Croatia
(VandeStreek Internationalization into Croatia)
- Author(s):Thomas Gelissen, Niklas Weißer, Marsha Bashkeeva, Menno de Lind van Wijngaarden
- Language:English
- Subject(s):Supranational / Global Economy, Business Economy / Management
- Page Range:109-115
- No. of Pages:7
- Keywords:case study; VandeStreek; internationalization; Croatia; alcoholic beverages;
- Summary/Abstract:Our main goal is to have fun! – Ronald van de Streek (Owner/Founder of Vandestreek Brewery) Who doesn’t like to have fun on the job every day? Ronald, one of the owners of VandeStreek, a craft beer brewery in the north of the city of Utrecht, does exactly this and has made it an explicit goal. Just like most students during their studies, the two brothers Ronald and Sander Van de Streek were regular consumers of beer. With an innate curiosity and a talent for tasting, they started brewing their own beer. Since then, they fell in love with experimenting with ingredients to make new recipes. A serious hobby was born. As the saying goes: Make your hobby your job and you never have to work a day in your life, the brothers followed suit and founded their own brewery in 2015. Their homemade beer was very popular and it became a central part of their life. With the help of family and friends, the two founded a craft beer brewery in the north of Utrecht, the Netherlands. Since they love putting their name on everything they can, VandeStreek, their surname, was the best naming option for their company. Not only because of this, but rather due to their goal as a craft beer brewery. “Van de Streek’’ is freely translated to “from the region’’. A fitting name for a craft beer brewery who wants to be especially known by the people in Utrecht and produce for Utrecht. Since the start, their main goal was to make beer for the people of Utrecht. After they were allowed to promote a number of beers at the Utrechts Bierbrouwers festival in 2013, they founded the brewery. Now they could fully expand their dreams, beliefs, and values of beer making.