Tucano – model autohton de succes în procesul de internaționalizare

Abstract

A lot of people think that starting a business in the Republic of Moldova is problematic, developing and promoting it is difficult and an eventual business expansion in nearly impossible. That is because Moldova is among the poorest countries in Europe with a small lower-middle-income economy. Still there are local businesses that doubt it and manage to have success here and even abroad. Tucano Coffee is one of them. This article aims to justify why Tucano Coffee is considered a local model of success in the internationalization process by analyzing its history, philosophy, vision, mission, business model and business partners and its business expansion. JEL: M14, M16.