Expanding horizons in the Middle East: evaluating the Hair Addict’s strategies for growth

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https://doi.org/10.1108/TCJ-04-2024-0110

All Authors

Dina H. Bassiouni Aliaa Bassiouny

Document Type

Research Article

Publication Title

Case Journal

Publication Date

1-1-2025

doi

10.1108/TCJ-04-2024-0110

Abstract

Case overview/synopsis: This case study explores the decision a woman business founder, Doaa Gawish (she), needed to make with her team regarding her firm’s growth strategy. Gawish founded The Hair Addict (THA) in 2018 in Egypt with a mission to provide all-natural hair products to women, motivated by an online hair challenge movement that encouraged women to defy social norms and embrace their curls. Following the success and growth of the business in Egypt, Gawish had to decide on her next expansion strategy, given the country’s various economic and financial challenges. The case allows students to evaluate the growth decision by conducting a full-fledged market sizing, sales and financial forecasting to compare two scenarios: growth by further penetrating the Egyptian market with new product offerings for a different segment or growth through venturing into a new country while leveraging on her experience with women needs. The case is intended for an undergraduate capstone business class or a graduate strategy class to expose students to real-life market challenges facing women entrepreneurs and businesses in an international context. Students will use quantitative and qualitative analysis to defend their recommendations. An Excel workbook is provided to aid with their analysis. Complexity academic level: This case can be relevant for an undergraduate capstone business class or a graduate strategy class that uses a practical pedagogical case-based approach. The case allows students to apply and integrate prior knowledge in business strategy, international marketing, marketing strategy and finance in a holistic, multidisciplinary approach to make a strategic business decision within the context of women’s entrepreneurship in developing economies.

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