Plenia Locatel Group: Globalizing from Venezuela
Name
Plenia Locatel GibsonLevy2.pdf
Size
383.09 KB
Format
Adobe PDF
Checksum (MD5)
1b796f91f6d2ddf44606f13db2c656f9
Author(s)
Gibson, Cyrus
Levy, Ari
Date Issued
May 1, 2009
Publisher
Alfred P. Sloan School of Management, Massachusetts Institute of Technology; Cambridge, MA
Series/Report no.
MIT Sloan School of Management Working Paper;4957-12
CISR Working Paper;376
Abstract
In 2009 the founders and top executives of Plenia Locatel Group, a retail business in Venezuela specializing in health care products and services, were planning a global
expansion of the business. Founded by two close friends in 1994, the business grew
through franchising and customer focus to 46 stores in Venezuela and 12 more in Colombia, Mexico, Miami, and Russia. As a basis for their globalization, the
founders and executives sought to formalize and introduce structure in operations and management and had recently implemented an ERP for operational transactions. A basic issue was how to replicate business success and brand image, built over years of personal involvement and franchisee relationships, without losing the
customer service focus in each store.
Subjects
globalizing from emerging economy
ERP implementation
retail franchising
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