Ivey Publishing
San Francisco Coffee House: An American Style Franchise in Croatia
Product Number:
9B08A013
Publication Date:
08/14/2008
Revised Date:
04/20/2010
Length:
10 pages (7 pages of text)
Product Type:
Case (Field)
Source:
Ivey
On their return to Croatia following a six-year visit to the United States, a couple has decided to open their own coffee house, one that is new to Croatia — a California-style coffee house that offers the quality, service, product assortment, ambiance, and efficiency found in sophisticated coffee shops in developed markets, and all for a locally affordable price. The major challenge faced by the couple is how to grow. Specifically, should they consider franchising over organic growth? If so, how should they go about franchising in a country where the market is developing and where franchising is under-regulated, underdeveloped, and misunderstood?
Learning Objective:
This case can be used in entrepreneurship, retailing, international marketing, or international business classes. The case provides a practical example of when and how to use franchising. The existing literature on this subject is limited, especially as it relates to emerging markets.
Issues:
Disciplines:
Accounting,  Entrepreneurship,  International,  Introductory Business
Industries:
Accommodation & Food Services
Setting:
Croatia, Small, 2006
Intended Audience:
Intro/Undergraduate
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Simplified Chinese (10 pages) , French (12 pages)
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