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.
The global health pandemic and the ensuing global recession has caused unprecedented uncertainty, risks, and devastation to individuals, families, societies...