A tale of two empires

• Main Authors: DIMIAN, Adel, OHLSSON-CORBOZ, Anne-Valerie
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2011
• Subjects: Entrepreneurship; Growth; cross-border business; coffee; new product introduction; Asian Studies; Marketing; Strategic Management Policy; Technology and Innovation
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/2; https://cmp.smu.edu.sg/case/1751
• Institution: Singapore Management University

This case is an example of a local company attempting to establish an international presence in an emerging economy. The tensions of primary interest are the decision to go, the decision to stay, changing the offering, considerations of demographics and drivers of an emerging economy. Specifically,...