Caff bene founder Sun Kwon Kim has managed to achieve phenomenal success in a highly competitive South Korean coffee industry dominated by American and conglomerate-founded brands. The case illustrates Kim's strong entrepreneurial orientation and describes the unusual decisions he has made to differentiate Caff bene and achieve an unprecedented rate of growth. Kim's success in South Korea continues to fuel his global ambition and causes him and his management team to consider entering either China or the U.S. as its next target market. The case introduces a wide range of topics relevant to entrepreneurship as well as franchising, such as developing a new retail concept, creating and sustaining competitive advantage, managing rapid growth, new market entry strategies, among others. In the case, Kim is faced with a difficult stay-the-course vs. abandon decision when he experiences a major slipup with Caff bene's flagship store in the U.S. The discussion should cause readers (students) to raise fundamental questions about what made Caff bene successful in the first place, if those success factors are transferable to the U.S., and how Kim's strong entrepreneurial orientation affects his decision making process. The case is interesting particularly interesting because it (1) presents a rare story of an entrepreneurial service concept of Asian origin attempting to expand internationally and enter the U.S. (most cases of this sort are about companies going the opposite direction); (2) describes the process of developing and refining a new retail concept in a highly competitive The case is interesting particularly interesting because it (1) presents a rare story of an entrepreneurial service concept of Asian origin attempting to expand internationally and enter the U.S. (most cases of this sort are about companies going the opposite direction); (2) describes the process of developing and refining a new retail concept in a highly competitive market; (3) explains strategies for stimulating and managing remarkable growth in a short period of time; and (4) exposes students to Caff bene management's unorthodox thought process in the company's international expansion strategy. In the process of examining Caff bene's options, students are introduced to several useful conceptual frameworks in international marketing and entrepreneurship.

【書誌情報】

ページ数：23ページ

サイズ：A4

商品番号：HBSP-NA0215

発行日：2013/9/1

登録日：2013/10/2