Ivey Publishing

Product Details

Ruth's Chris: The High Stakes of International Expansion
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8 pages (5 pages of text)
2013; 2012; 2011; 2008;
Product Type:
Case (Field)
In 2006, Ruth's Chris Steak House was fresh off of a sizzling initial public offering and was now interested in growing their business internationally. With restaurants in just four countries outside the United States, a model to identify and rank new international markets was needed. This case provides a practical example for students to take quantitative and non-quantitative variables to create a short list of potential new markets.
Learning Objective:
This case is appropriate for use in an international business course to introduce market entry strategy. It provides a practical example for students to take quantitative (e.g. per capita gross domestic product (GDP), population and urbanization rates) and non-quantitative variables (e.g. political and social issues) to create a short list of potential new markets. It can also be used in sessions on international marketing, global franchising and business strategy.

The case can help achieve these objectives as it:
  • Allows students to familiarize themselves with relevant procedures for short-listing possible new markets via identifying critical variables
  • Encourages students to discuss the primary problems confronting the franchisor in balancing quantitative and non-quantitative data
  • Provides an illustrative example of an experienced company venturing out of its comfort zone
  • Asks students to create a list of countries - and the methodology employed to create that list - to answer the question, where do we go next?
International,  Marketing
Accommodation & Food Services
United States;Global, Medium, 2005
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$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (9 pages)
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