The impact of rapid internationalization on product portfolio management in a D2C company: Case study on Emma – the sleep company

This dissertation examines the impact of rapid internationalization on product portfolio management, particularly in the context of D2C companies, through a case study on Emma – The Sleep Company. The study showcases the consequences of an aggressive growth strategy through localization, highlighting the direct impact of decentralized product portfolio expansion in generating operational complexity and damaging profitability. Furthermore, this dissertation aims to portray Emma’s response through the adoption of a standardization directive, as well as the redefined role of glocalization as the catalyst of long-term sustainable growth based on balancing global efficiency with local needs. Lastly, the micro analysis on Portugal’s Q1 results is a tangible visualization of the implementation of the new standardization strategy, this way demonstrating its applicability in a real-world market context.