The case is suitable for Bachelor and Master level students of business studies.
In the actual global economy context, firms are trying to be more competitive by accelerating their efforts to integrate foreign markets. Small and medium-sized enterprises (SMEs) from emerging markets are increasingly internationalizing to capitalize on opportunities in foreign markets. To get into internationalization SMEs can use different successful expansion strategies. One of these strategies is the establishment of a win-win partnership with partners that distribute the company products on the foreign markets. The case deals with a successful experience of a win-win partnership from an emerging country SME, the Tunisian food industry firm GIAS, which began its internationalization in 1996. The case presents first the reasons of internationalization of GIAS. Then an explanation of the strategic choices of internationalization of the firm is provided. The selection of the most appropriate foreign markets is described later. The win-win partnership approach is then detailed and the case finishes with the future internationalization plans for GIAS.
Expected learning outcomes
The expected learning outcomes include: the selection of a foreign market; the determinants of the foreign mode of entry; the process of integrating an internationalization strategy; how to choose the most appropriate partner; the follow up and the management of the relationships with foreign partners; and the monitoring of international markets. The case provides a space to think about practice and help learners, therefore, to connect theory and practice.
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The authors thank the GIAS team for the comprehensive and valuable data they provided and for the unlimited cooperation in the preparation of this case.
Koubaa, Y., Tabbane, R. and Hamouda, M. (2013), "Going international through successful partnerships: the case of GIAS", Emerald Emerging Markets Case Studies, Vol. 3 No. 1. https://doi.org/10.1108/EEMCS-11-2012-0193Download as .RIS
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