Product details

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Case
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Reference no. 9B08AC013
Simplified Chinese language
Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2014
Version: 2010-04-20
Revision date: 27-Nov-2014

Abstract

This is a Simplified Chinese version. 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?
Location:
Size:
Small
Other setting(s):
2006

About

Abstract

This is a Simplified Chinese version. 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?

Settings

Location:
Size:
Small
Other setting(s):
2006

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