<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=717202372148975&amp;ev=PageView&amp;noscript=1">

SP JAIN'S NEWS

Dr. Kirti Khanzode publishes a case study on the global expansion strategy of FiLLi Café

 
 

Dr. Kirti Khanzode, Deputy Director - UG Programs (Dubai) and Associate Professor - Communication at SP Jain School of Global Management, has published a case study with co-author Dr. Geetanjali Chandra, Program Head of Law, Amity University Dubai, on the brand journey of FiLLi Café.

Dr. Geetanjali Chandra, Program Head of Law, Amity University Dubai; Mr. Rafih FiLLi, Founder and CEO - FiLLi Café; Dr. Kirti Khanzode, Deputy Director - UG Programs (Dubai) and Associate Professor - Communication at SP Jain

(From left to right) Dr. Geetanjali Chandra, Program Head of Law, Amity University Dubai; Mr. Rafih FiLLi, Founder and CEO - FiLLi Café; Dr. Kirti Khanzode, Deputy Director - UG Programs (Dubai) and Associate Professor - Communication at SP Jain

The case study titled ‘FiLLi Café: Going Global’ has been published in Ivey Publishing, a leader in providing business case studies with a global perspective, and offers an opportunity for students to understand what goes into transforming a small local business into a brand with exponential growth.

“The case offers insights into marketing and branding strategies that led to a spectacular growth of a humble cafeteria into a chain of over 30 profitable outlets in UAE. After its success in the local market, the brand is now going global. This case also examines the expansion strategy of FiLLi Café. Mr. Rafih FiLLi, the founder and CEO, is a true entrepreneur and a visionary who filled the gap for specialty tea in the market for tea lovers. The brand draws from his passion for high quality and excellent taste,” said Dr. Kirti Khanzode.

The case study will help students to:

  • Identify the traits of an entrepreneur
  • Analyze factors crucial to the growth and success of a medium-sized enterprise
  • Understand the importance and role of branding for a medium-sized enterprise
  • Study brand elements that contribute to brand success
  • Evaluate various global expansion decisions for businesses in light of their business objectives
  • Ideate ways to remain profitable and to retain market share.

The case is designed for use in graduate-level courses in marketing, branding, entrepreneurship, and business strategy, and is available here.

 
Topics
Topics
 

LATEST NEWS

Dr Arindam Banerjee shares his views with Khaleej Times on the education community receiving the COVID vaccine
4 Best Online Teaching Strategies for Quantitative Subjects - Dr. Monica Gallant writes in Edarabia
Dr Arindam Banerjee interviewed by Khaleej Times on the new law in UAE for the academic sector
UAE students need to learn upskilling, reskilling and future-proofing careers – SP Jain’s Dr Arindam Banerjee shares at Gulf News EduFair
Dr. Christopher Abraham interviewed by Gulf News on Branch campuses in the UAE
SP Jain School of Global Management updates its EMBA program to meet the demands of new-age employers
We offer multi-campus study model & employment opportunities in our UG programs share SP Jain's Dr Arindam Banerjee
India’s New Education Policy is far-reaching – SP Jain’s Dr Arindam Banerjee writes in Gulf News
Career options for Data Science graduates – SP Jain’s Dr Abhijit Dasgupta writes in Education Times
Upskill to be job-ready: The Pioneer interviews Prof Christopher Abraham (Head of Dubai Campus, SP Jain)
Emerging courses: Luxury management is a hot pick – Smita Jain (Director – MGLuxM, SP Jain) writes in Indian Express