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Emerging Markets Case Studies Collection
ISSN: 2045-0621
Online from: 2011
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Cilantro Café goes global: reflections on internationalization in Egypt 2.0
| Title: | Cilantro Café goes global: reflections on internationalization in Egypt 2.0 |
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| Author(s): | Menatallah Darrag (Assistant Lecturer in International Business at the German University in Cairo, Cairo, Egypt), Noha El Bassiouny (Lecturer in Marketing at the German University in Cairo, Cairo, Egypt) |
| Citation: | Menatallah Darrag, Noha El Bassiouny, "Cilantro Café goes global: reflections on internationalization in Egypt 2.0", Emerald Emerging Markets Case Studies Collection, (2011) |
| Keywords: | Communications, Egypt, International business, International marketing, Internationalization process |
| Article type: | Case study |
| DOI: | 10.1108/20450621111172403 (Permanent URL) |
| Publisher: | Emerald Group Publishing Limited |
| Acknowledgements: | This case was developed by Menatallah Darrag and Noha El Bassiouny solely as basis for class discussions. For preservation of research anonymity, pseudo-names for the company representatives were used. Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality. |
| Abstract: | Title – Cilantro Café goes global: reflections on internationalization in Egypt 2.0 Subject area – International business, international marketing. Study level/applicability – Senior students majoring in international business and/or marketing. Case overview – Internationalization processes for organizations represents a hard turmoil that some excel in and a few enjoy its benefits. Cilantro Café represents a landmark in the Egyptian economy for its success in turning from a local coffee shop house chain to a global one in less than a decade from its earlier inception. Such success relied heavily on their internationalization strategy as well as their marketing communications. The main learning objective in this case is presenting Cilantro's path for internationalization as a model for local organizations striving to go global. Expected learning outcomes – Identifying the internationalization process, explaining a success story in moving from local to global business operations, and highlighting the post 25th of January cultural implications in Egypt. Supplementary materials – Teaching note. |
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