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Firms from the Brazilian creative industry have exhibited remarkable success in marketing their offerings to international audiences. Initially catering to domestic market opportunities, they spread their animation characters abroad. What accounts for their international expansion ambitions? What is unique to their internationalization strategies? Based on empirical data, we review their success stories, revealing lessons learned and key success factors in their expansion. The paper provides a unique contribution for firms in the entertainment and media industry from any country to find their golden egg.

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Maria Luiza Carvalho de Aguillar Pinho

Maria Luiza Carvalho de Aguillar Pinho

Georgia State University

Maria Luiza C.A. Pinho has been a Visiting Scholar at the CIBER (Center for International Business Education and Research) and a Research Scholar for the Institute of International Business at J. Mack Robinson School of Business at Georgia State University since 2017...

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Celso Roberto de Aguillar Pinho

Celso Roberto de Aguillar Pinho

Georgia State University

Celso Pinho, a native of Brazil, is a doctoral student in marketing with specialization in International Business and a Graduate Research Assistant at J. Mack Robinson College of Business of Georgia State University. His research focuses on how entrepreneurs from...

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