TY  - JOUR
AB  - Subject area Strategy/entrepreneurship/international marketing.Study level/applicability This case is recommended for use in courses on strategy, entrepreneurship, international marketing and joint venture for PGDM and Executive programmes.Case overview International Football Academy (IFA), a leading football development firm, is gearing up to expand its operations to a new geographic market, India. The purpose is to further its international growth plans by establishing a lasting presence in developing markets. Their previous stints in China and Indonesia met with huge success. However, there was a stark difference between those geographies and the Indian market, in terms of political system, economic infrastructure, social framework, cultural practices, technological advancements, legal regulations, etc. In a country where 47 per cent of the 1.2 billion population considered themselves football fans (Nielson survey, 2010), it was ironical that the Indian football market remained one of the most untapped and fragmented of its kind. The question for IFA was: “Would India be another feather in our hat?”Expected learning outcomes The case highlights the key factors facing firms, when expanding into emerging markets. The students are expected to think through the various dimensions to decision-making, which includes Why (expand), Where (which market), When (right time), What (thrust of strategy) and Who (partners). It also compels the students to appreciate the various challenges involved in exporting a product, which is as unique as “football training”.Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or emailsupport@emeraldinsight.com to request teaching notes.Subject code CSS 11: Strategy
VL  - 6
IS  - 2
SN  - 2045-0621
DO  - 10.1108/EEMCS-10-2014-0242
UR  - https://doi.org/10.1108/EEMCS-10-2014-0242
AU  - Ghosh Sharma Tripti
AU  - Ghosh Tapabrata
PY  - 2016
Y1  - 2016/01/01
TI  - IFA’s expansion in Asia – destination India
T2  - Emerald Emerging Markets Case Studies
PB  - Emerald Group Publishing Limited
SP  - 1
EP  - 29
Y2  - 2024/04/23
ER  -