Mirage: the story of a fighter (1)

Author's Department

El Khazendar Business Research and Case Center

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Ashraf Sheta

Document Type

Research Article

Publication Date

Spring 1-5-2019


The case addresses the story of an entrepreneur who was able to move from the banking sector to ready-made garments, and through his persistence, and execution intelligence, was able to establish a reputable brand under the name of “Mirage” which deals with the top retail companies in Egypt. The entrepreneur is facing challenges related to the nature of the business itself, as well as some external factors which are hindering the company’s performance. He is facing a dilemma over whether to continue in the business or not, and what are the options which need to be addressed.

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