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Internationalization of boost juice to Malaysia

Menzies,JL and Orr,SC 2014, Internationalization of boost juice to Malaysia, Asian case research journal, vol. 18, no. 1, pp. 175-197, doi: 10.1142/S0218927514500072.

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Title Internationalization of boost juice to Malaysia
Author(s) Menzies,JL
Orr,SCORCID iD for Orr,SC orcid.org/0000-0002-4675-046X
Journal name Asian case research journal
Volume number 18
Issue number 1
Start page 175
End page 197
Total pages 23
Publisher World Scientific Publishing
Place of publication Singapore
Publication date 2014
ISSN 0218-9275
1793-6772
Summary This case describes the process that the Australian juice retail chain, Boost Juice, has used to internationalize to Malaysia. The main objective of this case is to demonstrate good practice in regard to internationalization. The case provides the background of the juice bar industry in Malaysia and determines that it is an attractive market for new start-up juice bars. An analysis of Boost Juice's capability determined that the company utilized the skills of its staff, product innovations, branding and marketing as core competencies to support its internationalization into Malaysia. In particular, the company's distinctive capabilities of organizational flexibility, management skill, brand and communication enabled it to convert these core competencies into competitive advantage and secure market share in Malaysia. The Boost Juice franchise process is analysed and the control and management tools that Boost Juice utilized to support its internationalization into Malaysia are identified. © 2014 World Scientific Publishing Co.
Language eng
DOI 10.1142/S0218927514500072
Field of Research 150308 International Business
Socio Economic Objective 910402 Management
HERDC Research category C2 Other contribution to refereed journal
ERA Research output type C Journal article
Copyright notice ©2014, World Scientific Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30072375

Document type: Journal Article
Collection: Deakin Graduate School of Business
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