International business, international marketing.
Senior students majoring in international business and/or marketing.
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.
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.
Darrag, M. and Bassiouny, N.E. (2011), "Cilantro Café goes global: reflections on internationalization in Egypt 2.0", Emerald Emerging Markets Case Studies, Vol. 1 No. 3. https://doi.org/10.1108/20450621111172403
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