Rethinking Offshoring and International Marketing Strategies during the COVID-19 Pandemic

Abstract

This teaching case focuses on the national and international expansion of IGT Motors, a Brazilian company operating in the market for twenty years that has moved most of its production to China since 2010. Nearly after the company started searching for new markets abroad and adapted its internal and communication processes to comply with other countries’ preferences and regulations, the outbreak of the COVID-19 pandemic led top management to rethink its production and marketing strategies, specifically hit by involving China, country of origin of the virus. The case is about how small companies in the midst of a global expansion can deal with unexpected scenarios and emerging crisis, engaging students to reflect upon the initiatives that might be taken to overcome issues such as consumer animosity, but also to make the company less susceptible to similar situations in the future.

Aprendizados Sobre o Impacto do COVID-19 nas Organizações

“…The next three cases are focused on the reconfiguration of the value chain, from supply management to the choices of distribution channels. The IGT case (Fonseca & Rocha, 2021) deals with a manufacturer and distributor of natural gas converters. How many companies had to suddenly review their plans of expansion, internationalization, and diversification given the COVID-19 situation?…”

Global and Local Operations of Finnish Metal Industry Companies during COVID-19 and Trade Disruptions: A Case Study

“…The reshoring trend is also examined. Although studies on supply chain disruptions during the COVID-19 pandemic already exist (Fonseca & da Rocha, 2021;Mahajan & Tomar, 2020;Rönkkö et al, 2021;Shaled et al, 2021), and the effects of Brexit have also been studied (Brady, 2021;Moradlou et al, 2021;Thissen et al, 2020), there is still a need for more country-and industry-specific studies. This study aims to clarify the reasons for global operations despite the risks and identify the barriers to more local operations.…”

Study of the Impacts of Covid-19 on the Productive Sectors of Joinville

“…Os choques econômicos decorrentes da pandemia do novo coronavírus e das medidas de restrição social destinadas a conter sua disseminação levaram a uma contração da economia global (Fonseca;Rocha, 2021). Em junho de 2020, o Banco Mundial previu uma contração global de aproximadamente 5,2% e que os efeitos da pandemia seriam sentidos mais profundamente por países cujas economias dependiam fortemente do comércio internacional como turismo, exportações de commodities e financiamento externo.…”