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Published in:
2014 | OriginalPaper | Chapter
Martifer: Analyzing the Business Opportunity to Internationalize in an Emerging Economy
Authors : Mário H. Ogasavara, Artur G. de Oliveira, Welynadia R. Pereira
Published in: Multinationals in Latin America
Publisher: Palgrave Macmillan UK
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It is a sunny afternoon in the summer of 2010. Jorge Martins is admiring the beautiful view from the balcony of his hotel. He is not, however, on vacation but is on a business trip in Brazil. Like the motion of the sea below him, Jorge finds himself mulling over the business opportunity that he has identified. He keeps coming back to the same point: Is this the time to expand Martifer’s business operations in Brazil? Martins is currently the CEO of the Martifer Group, a Portuguese multinational company that has operations in metallic construction, renewable energy (solar, wind and biofuels), agricultural projects and shipbuilding.