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Published by:
Ivey Publishing (2020)
Version:
2020-05-22
Revision date:
23-Jun-2020
Length:
9 pages
Data source:
Field research

Abstract

In September 2019, the founder of Carmien Tea, based in South Africa's Western Cape province, faced a dilemma. Her company, founded in 1998, was a producer and supplier rooibos tea, which was unique to the mountainous area north of Cape Town. After a new South African government was elected in 1994, the deregulation of the agricultural industry enabled the founder to start a rooibos export company. This political environment and the founder's entrepreneurial orientation shaped both the firm's origins and its early internationalization. As 98 per cent of the company's sales were being exported and 84 per cent were still sold as bulk, the founder needed to determine whether the company had the resources and capabilities to ensure that the Carmien Tea brand and its value-added sales would grow in an increasingly competitive international environment. Where should she begin?

Teaching and learning

This item is suitable for postgraduate courses.

Topics

International business; Entrepreneurship; Exports; Agriculture; General management/strategy; International
Location:
Size:
Medium
Other setting(s):
2019

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