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As part of the Customer Relationship Management Field Lab, this document intends to advise SL Benfica on the most adequate entry mode to expand its football schools and academies to China, the US and India. Literature about internationalisation strategies, internationalisation of sports and internationalisation of football is reviewed. Recommendations for each market are then formed, based on the insights generated from a thorough macro and micro analysis performed in group and from a reviewed internationalisation framework. It is concluded that SL Benfica should opt for a joint venture with a local entity in each one of the target markets. |
