This mini-case describes the Brazilian company Embraer’s push into the global defense aircraft market against America’s Boeing and Canada’s Bombardier. While Embraer’s size-customization and innovation strategy paid off in international markets, the company still faced fierce competition and resistance in switching in these same markets. Background about the company and international economic trends are discussed, as well as some updates about Embraer’s most recent international strategies. This case can be taught in conjunction with “Note on the Global Business Environment.”
Going Global (E): Embraer
Core Disciplines: International Business
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