ABSTRACT
In March 2020, a Multi-Latina family company with more than 200 employees was celebrating the launch of its new line of fitness equipment in the different markets they operated in. The launch was made in more than 350 points of sales and, simultaneously, in 15 regional e-commerce platforms, covering 11 countries. AKR Group is a consortium dedicated to the development, conceptualisation, manufacture and commercialisation of branded products for an active life. The venture had the support and funding of Dyabra Kasabdji, a pharmaceutical scientist whose business ideology of adaptability and resilience guided his children as they developed AKR into a prominent Latin American conglomerate. To ensure effective management of the AKR group in the internationalisation phase, Andrés continued to lead the complex business in Venezuela, while Antonio, supported by some of the more competent personnel, spearheaded the market expansion process.
