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Case
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Reference no. 317-0119-1
Authors:
Lorenz Graf-Vlachy (Universität Passau)
Published in:
2017
Version:
15-Mar-2017
Length:
18 pages
Data source:
Field research
Abstract:
This case was written with the support of a Case Writing Scholarship awarded by The Case Centre. The case traces the story of two sisters from Lebanon who cannot find good hummus in New York City. One of the sisters is Christine Assouad Sfeir, the first Dunkin’ Donuts franchisee in Lebanon, and the other is Carine Assouad, a graphics designer by training, who works as a strategy consultant. Frustrated with their disappointing experiences with Lebanese food in New York, they decide to open a chain of Lebanese quick-serve-restaurants in the United States. But is this an attractive industry? What is it that makes an industry attractive? Which industry are they getting themselves into in the first place? And, of course: Do they have what it takes to be successful, to gain a competitive advantage? The case attempts to teach two basic concepts of competitive analysis: First, it takes a market-based view and lets students discover Porter’s (1980) five forces framework to assess an industry’s attractiveness. Second, the case will take a resource-based view to teach Barney’s (1995) VRIO framework. It will let student’s discover the various resources that Christine and Carine have at their disposal and will facilitate a discussion about which of these resources allow the two sisters to gain a sustained competitive advantage. This case has been featured on our website, click to view the article.
Learning objectives:
1. Students learn to use Porter's Five Forces to analyze and industry. 2. Understand Porter’s Five Forces framework including discussion of industry definition. 3. Learn to use Barney's VRIO framework to assess which of a firm's resources can provide a competitive advantage.
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