Building a brand in the Latin American market
With strong success in the Chilean market, Louisiana Pacific (LP) began considering further ways to expand its presence in South America. With sights set on Brazil, LP was aware that growth in the region was dependent upon a deeper understanding of the country’s cultural nuances to successfully navigate the commercial markets. LP management asked the Vanderbilt Executive Development Institute to work with their team to develop a new strategic model best suited for entry into the Brazilian building materials market.
Vanderbilt’s Custom Solution for LP
A unique program was customized using the expertise of Vanderbilt’s faculty in collaboration with the business school at the Universidade de São Paulo. The program, designed in two parts, aimed to provide the LP executive leadership team a combination of executive education and training and implementable strategic ideas.
First, the Owen School faculty partnered with the Vanderbilt Center for Latin American Studies to develop and deliver an interactive strategy development session for LP’s U.S. and Chilean Executive Leadership Teams. The session focused on fostering a deeper understanding of Brazil’s unique culture while exploring new strategic frameworks to be applied in global markets.
The second part of the program was a first for executive education programs at Owen. Through Vanderbilt’s relationship with the Universidade de São Paulo (USP), Owen and USP faculty co-authored a case study about LP’s entry into Brazil. The case study was given to six USP Executive MBA teams who then presented their strategic solutions to LP’s Brazil executive leadership.
LP’s Executive Team left the program with exposure to expert knowledge in management strategy and Latin American cultural studies; they then gained new and actionable strategic ideas that strengthened their business model in Brazil.
Got us thinking and I am sure it got us acting. This will be beneficial in moving us forward in Brazil based on the learning concepts of our LP Chile experience and the context of the strategic plan methodology presented.
External perspective on our problem…It was the thinking generated that was valuable. And the insight from an experienced and unbiased point of view.
It was a very focused and compact learning opportunity. Most of the participants benefited from it directly in terms of their immediate responsibilities.