From Zero to Sales. Developing and Implementing an International Sales Strategy in Competitive Consumer Markets (Case Study)

This case study documents the internationalization effort of a Swiss SME which strongly benefited and revolved around the leadership of its co-founder and CEO with an early drive for internationalization. Not only did the company experiment with international production locations, it also quickly established global reach in marketing and distribution. By 2018, its leadership was challenged internationally as the maintenance of operations and distribution stretched resources and questioned efficiency in using of them. In a subsequent phase of analysis, consolidation, and dedicated investment, the leadership strengthened its international strategic effort and successfully developed global sales.