El caso Melissa: desafíos de sostenibilidad para la expansión internacional de una marca brasileña de sandalias de plástico
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La división de sandalias Melissa es subsidiaria de Grendene, un fabricante de calzado brasileño con más de 40 años de experiencia en el mercado y reconocido internacionalmente por sus calzados y accesorios de plástico En los últimos años, la marca ha enfrentado nuevos desafíos en cuanto a la construcción de una identidad más sostenible para sus productos y trata de implementar iniciativas de logística inversa en los mercados extranjeros. En este contexto, el caso pone al lector en el papel de Melinda Voguel, Directora Ejecutiva de Sandalias Melissa, para reflexionar sobre un plan de sustentabilidad que permitirá una mayor presencia de la marca en los mercados internacionales. El caso fue diseñado para estudiantes de pregrado y posgrado de Administración de Empresas, Economía y Logística que quieran discutir temas como sostenibilidad de marca, marketing y branding internacional, logística inversa y economía circular.
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