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Provide facts and information from the case supporting your conclusions about Lavazza: The challenges of foreign market entry in a brand-intensive industry.
1. Discuss which elements of Lavazza's business model made the coffee maker successful in European markets.
2. What are the pros and cons of the customization and standardization strategies that companies can use when expanding their activities to other countries?
3. Should Lavazza insist on replicating in the United States those strategies that were very successful in different European countries?
4. Why were Lavazza's previous efforts to penetrate the United States unsuccessful?
5. What are the most relevant competitive, economic, and social factors that a company like Lavazza should consider before entering a foreign market?
6. Which of the options presented in the case should Lavazza pursue next? Why?
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