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Sainsbury’s Egyptian misadventure: Did company misread its new customer-base?

Strategic Direction

ISSN: 0258-0543

Article publication date: 9 February 2015




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


The case highlights the multiplicity of issues which a company faces when it “goes global”. The case-study firm’s international expansion efforts failed despite previous success in expanding internationally.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2015), "Sainsbury’s Egyptian misadventure: Did company misread its new customer-base?", Strategic Direction, Vol. 31 No. 3, pp. 4-6.



Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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