Up-Fuse: International growth of an Egyptian eco-friendly social enterprise

Learning outcomes The case is meant as a way for students to develop ideas related to the challenges facing environmental eco-friendly social enterprises that sell their products in a country like Egypt where consumers are way behind considering the value of their products. In response to these challenges, students learn to evaluate the company status quo by analyzing its weaknesses, strengths and opportunities to grow and expand geographically to a new market. Students also learn about the growth expansion strategies and internationalization modes, options and associated barriers. Accordingly, they can plan the marketing strategies associated with entering this new market for up-cycled products. Objective 1: Analyze the international geographical growth alternative for an enterprise that improves its scalability applying weaknesses, strengths, threats and opportunities analysis. Objective 2: Propose a strategic plan for growth and scalability. Objective 3: Discuss the various modes of doing business in foreign countries. Recommend an internationalization mode for a social enterprise to explore in a new market. Objective 4: Assess the possible barriers associated with internationalization modes and how to overcome them. Objective 5: Propose marketing strategies for an eco-friendly enterprise to enhance its efficiency and effectiveness in the international host market. Other topics that might be discussed in this case include consumer behavior toward environmentally friendly products. Pricing challenges faced by ecologically friendly firms in developing countries. Case overview/synopsis Rania and Yara were inspired by Germany’s approach to waste reduction, particularly plastic bags. In 2017, after winning several competitions and awards, Up-Fuse was officially established as a social enterprise. The entrepreneurs faced great challenges selling sustainable products made of plastic waste to Egyptian consumers. Egyptian consumers were not fully aware of the value of eco-friendly products which presented a great challenge for Up-Fuse to grow and sell their products in Egypt. After shifting its pricing strategy and expanding beyond the local recycled product markets, Up-Fuse further faced fierce competition from well-established local and international brands with larger market shares. Thus, most of Up-Fuse’s sales were generated from expats and foreigners. In response to local obstacles and limitations, Rania began to consider targeting international markets. Rania thought it was the opportune time to drive growth through geographic expansion. After all, in 2020, Up-Fuse had some minor success when the co-founders experimented with exporting their products to the US market. Rania’s co-founder Yara, on the other hand, felt that the enterprise was not yet ready to enter a new market and it would be wiser to emphasize growth in the local Egyptian market. The co-founders were torn between two growth strategies. On one hand, they faced intense local competition for their products. On the other, expanding by entering a new market came with many challenges. Which growth strategy should Up-Fuse adopt? How could Up-Fuse determine which market to penetrate? What were the possible scalability challenges they faced by entering a new market? How could Up-Fuse reach and increase their international customer base abroad? What was the best marketing strategy for their products? Complexity academic level This case would be appropriate for graduate students enrolled in marketing, consumer behavior, international marketing, international business and social entrepreneurship courses. This case is written at a graduate level and would also be appropriate for use in customized or short programs. Supplementary materials Teaching notes are available for educators only. Subject code CCS 5: International Business.

The drip footwear brand: managing a successful start-up launch and rapid expansion during Covid-19 pandemic

Learning outcomes Students will be able to: describe the entrepreneurial traits required for successful business venturing; evaluate the entrepreneurial risks associated with a rapid business expansion in the early start-up phase of an entrepreneurial venture, especially in crisis; select and defend appropriate management systems that will contribute to the sustainability of a business post the crisis and rapid expansion; and evaluate the online social media optimisation strategies. Case overview/synopsis In July 2019, Lekau Sehoana launched branded sneakers called Drip. It took Lekau six weeks to sell the first 600 pairs of shoes from his car boot, not having applied any robust marketing strategies. During the interactions with customers, it became clear that there was a demand for a new South African sneakers brand. In December of the same year, he manufactured and within a few days, sold 1,200 sneakers. This rapid achievement was enough confirmation for Lekau that there was a need for locally manufactured and branded shoes. Based on this success, Lekau started to consider the launch of his own business. However, during the process of the formal launch, the world was suddenly experiencing the impact of the Covid-19 pandemic. During the planning stage regarding the mode of operation and the full business launch, in March 2020, South Africa was placed into the Covid-19 Alert Level 5 lockdown, complicating the decision-making process even further. Despite the extremely severe lockdown regulations that lasted more than a year, in May 2021, Lekau had already managed to open 11 stores in reputable malls and sold hundred thousands of his sneakers. This instant success, putting pressure on the manufacturing ability, distribution and costing structure, led to Lekau becoming concerned about having grown and still growing too fast too soon during a pandemic. His concern was what would happen when the country would move back to normal, without the constraints caused by the lockdown, would he be able to sustain the growth and how would he achieve this, and how would he be able to manage the fast-growing venture? Complexity academic level Entrepreneurship, Innovation, General Management and Marketing courses at the Postgraduate Diploma and Masters level. Supplementary materials Teaching notes are available for educators only. Subject code CCS 3: Entrepreneurship.

Tomato Jos: launching a tomato paste brand in Nigeria

Learning outcomes The teaching objectives of the case are as follows: to develop an understanding of the scope and complexity of strategy and marketing; to examine what is meant by purpose, direction, objectives and consider how these might be set and used; to help students think and act in a strategic way; to give faculty the opportunity to illustrate the strategist’s and marketer’s toolbox, namely, tools and frameworks, such as Porters 5 Forces – The attractiveness of the industry, Porter’s Generic Marketing Strategies, strengths, weaknesses, opportunities, threats analysis, the 4P’s – with a focus on product and distribution. The case is intended for use in MBA and Executive education courses in strategy, marketing and leadership. The case offers relevant experiences and instructive lessons in formulating and implementing business strategies. The case highlights the importance of contextual leadership intelligence and competence in enabling entrepreneurial business activities. Case overview/synopsis Tomato Jos (Nigeria) is a large tomato processing business in Kaduna, Nigeria. Nigeria is the second-largest producer of tomatoes in Africa, with Egypt as the largest. The country ranks 14th overall as a world producer. In Africa, and specifically Nigeria, there is a strong push to support small-scale farmers as a source of employment creation, as well as meeting the needs of food security. The CEO, Mira Mehata, is an ex-pat graduate from the USA with strong Agri sector experience. The business has received extensive support from the Kaduna Government as the business has secondary objectives to assist small-scale farmers in the region. Farmers need consistent off takers and reasonable set prices to see a return on their investment and Tomato Jos plays that role of being the middle-man. This results in less wasted produce – the bane of farmers globally. The price for fresh tomatoes is about three times that of processed tomatoes IE in paste or sauce – so that is an added challenge for farmers to see the value in processed tomatoes. The business currently has a 2% Market Share in Nigeria with a target of 10% over the next five years. The business so far has invested three billion Naira and plans a further five billion Naira over the next few years. The business is seen as a high-profile success story with a supportive eco-system with a push from both the Nigerian Government and some major private sector players example Dangote. Complexity academic level The case is intended for use in MBA and Executive education courses in Strategy, Marketing and Leadership. Supplementary materials Teaching notes are available for educators only. Subject code CCS 11: Strategy.

Fortune heart healthy oil: when a strong brand strategy hits a cardiac roadblock!

Learning outcomes The case will familiarize students to TEARS model and No TEARS approach for brand endorser selection. It will enable the students to understand the extent of influencer impact on the brand. It will make students to realistically assess the pros and cons of ambassador marketing using celebrities. It will also enable the student to devise brand strategies to mitigate the risk associated with ambassador-based marketing. Case overview/synopsis The case explains the strategic challenge the brand faces in ambassador marketing due to the uncontrollable personal crisis of the celebrity. Brand ambassador is an integral element of the brand persona and is appointed to boost the brand’s unique proposition and sales. The selection of the brand ambassador is a strategic decision with direct implication on the brand equity. A strong celebrity–brand congruence is ideal to establish credibility, but it can backfire if anything negative occurs on either side. This case evaluates the crisis faced by Fortune oil which has been positioned as “the heart healthy oil” when its celebrity ambassador suffers heart attack. In the backdrop of the case, the students can analyse brand strategies with respect to ambassador marketing, TEARS model with No TEARS approach for endorser selection and endorser-related credibility risk management. Complexity academic level MBA BBA PG/Graduation in Marketing/Advertising. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.

PHP India: the e-commerce dilemma

Learning outcomes Through the analysis of the case, the students will be able to: 1. appreciate the dynamics in a multi-channel environment especially in the relatively new ecommerce space in India; 2. understand the decision-making process and the impact on various stakeholders in adopting a new ecommerce sales channel; and 3. evaluate financial implications of channel profitability and its implication on the decision. Case overview/synopsis Philadelphia Home Products (PHP) India was facing a sales slowdown and was looking at a foray into the e-commerce channel, as an answer for business growth. The decision was not an easy one, as it had implications on existing channel partnerships and the organization. Channel choice decisions had acquired a new dimension with the proliferation of ecommerce platforms and changing online consumer buying habits. It was January 2015 and Nandini Devgan, CEO of PHP India was with her experienced team, who clearly had differing points of view. She needed to put the organization back on a growth trajectory, but how does she balance the various differing views put forth by her team? Was entering the ecommerce channel the best option? Complexity academic level This case is designed for use at the postgraduate level in courses, such as sales management, channel management, e-commerce and strategic marketing courses, as well as in executive management programs. The case is relevant from the context of channel management of a Consumer-Packaged Goods company in India, where e-commerce is nascent yet growing. It gives students a practical hands-on decision-making situation, where there are complexities of quantitative and qualitative nature. It triggers a discussion where the chief executive officer (CEO) and her team are facing growth and profitability issues, and have to take a decision on whether or not to adopt the e-commerce channel while managing the existing channels. Supplementary materials Teaching note is available for educators only. Subject code CSS 8: Marketing.

Information literacy: assessment of undergraduate and graduate nursing students

PurposeTo describe the perceived level of information competency among nursing students in Jordan.Design/methodology/approachCross sectional-correlational design was utilized. Data were collected using an electronic self-administered questionnaire from graduate and undergraduate nursing students in Jordan.FindingsNursing students showed a moderate mean total score of information competency (184.11 out of 280, SD = 22.92). Among information competency subscales, using the information technologies subscale had the highest mean score, while information from the mass media subscale had the lowest mean score. Information competency of nursing students was positively correlated with students' age. Significant differences were found in information competency according to the academic level, addressing scientific research and research in databases in the course of the study, frequency of meeting the supervisor to discuss the research and university sector.Originality/valueAlthough there are numerous studies worldwide that assessed nursing students' information literacy, this paper represents the first study of information literacy competencies among nursing students in Jordan. While the content supports conclusions that have been drawn from other studies, this study is novel in terms of the student population it addressed. Information competency among nursing students can be improved by integrating standard research and information competency courses at the undergraduate level and involving mass media platforms in the nursing education curricula.

Teaching Mathematics to Children With Autism

Difficulties in learning mathematics are the most “resistant” within the intervention programs for children with autism. However, mathematics cannot be excluded from the curriculum because it forms abilities which would ensure better social adaptation for the child. It is not about academic level of mathematics in this chapter, but a professional and social one. In day-to-day life, the child with autism encounters mathematical situations generated by simple self-serving actions, space orientation in spaces loaded with symbols, etc., which requires intellectual operations of a minimal abstraction degree. Along with the social component which mathematics has, learning it can also be considered therapeutic as it involves a process of mental organizing which children with autism need. The chapter offers a few basic methodological solutions in forming mathematical abilities for children with autism.

Methodology to evaluate school buildings. Educational applications

In this work, an innovative methodology to assess the security, habitability and functionality requirements of school buildings have been designed. The objectives are two: to design an evaluative methodology to assess technically the satisfaction of the basic requirements: safety, habitability and functionality that exist in public school buildings, and apply the methodology developed in university teaching so that students of the disciplines related to construction are able to justify, based on the regulations, their project decisions and intervention. The methodology is developed in the subject Applied Construction of the Master in Architecture of the Rey Juan Carlos University. The main result is that, from the detection of a real problem, such as the state of conservation of school buildings, we can developed an educational practice that helps Master students to ensure that their projects comply with current regulations. One of the most relevant conclusions is that the teaching applications of a real research, offer a provided value at academic level and a realistic view of the current constructions. Furthermore, stress the importance of both planning in accordance with the regulations and ensuring the conservation of the buildings

The Role of the Ministry of Youth in Protection Jordanian Youth from Extremist Ideology, from the perspective of students of the University of Jordan: دور وزارة الشباب في حماية الشباب الأردني من الفكر المتطرف من وجهة نظر طلبة الجامعة الأردنية

This study aimed at identifying the role of the Ministry of Youth in protecting Jordanian youth from extremist ideology from the perspective of the University of Jordan students. The researcher used, as a tool for the study, the descriptive survey- analytical approach, and the questionnaire, which consisted of (20) paragraphs distributed over 4 fields; The study sample consisted of (856) individuals from the University of Jordan students, (496) males and (360) females, and the results showed that the overall tool obtained a total average of (3.20) out of (5), meaning that the ministry’s role achieved a (medium) level at the level of fields; The social domain got the highest average (3.36), followed by the security domain with an average of (3.18), then the religious domain with an average of (3.14), and finally the intellectual domain with an average of (3.11), all with a rating of (medium), and the results did not show statistically significant differences at the level (α≤ 0.05) among the sample estimates for the role of the Ministry of Youth in protecting Jordanian youth from extremist ideology that is attributed to the gender variable in the intellectual and security field, while significant differences were found in the social and religious fields, in favor of male students. The results did not show differences according to the academic level variable in the social field, while they showed significant differences in the (religious, security, and intellectual) fields and in favor of doctoral students compared to other academic levels. In light of the results of the study, the researcher recommended the necessity of strengthening the role of the Ministry of Youth in protecting young people from extremist ideology and networking between the Ministry of Youth, the government and the private institutions and organizations to develop an integrated system to protect young people from extremist ideology, and building the capacities of workers to protect young people from extremist ideology. He also suggested preparing a similar study that includes all university students; at the level of the Hashemite Kingdom of Jordan.

On distance learning in Italy during the Covid-19 emergency

Aim. Due to the Covid-19 (briefly C-19) epidemic, since March 2020 people and institutions have needed to use digital services, i.e. a transfer to life online. This paper analyses the distance learning experiences of children, teenagers and parents during the lockdown in Italy. Reflections are then carried out on the impact of the distance learning at academic level and on the imposed distance mode.Methods. We consider the distance learning experiences of children, youngsters and parents during the lockdown due to the C-19 epidemic in Italy, considering in particular data collected with a survey on a national sample of 1028 children and youngsters, agedbetween 10 and 18 who use the Internet.Results. Society showed unpreparedness for this drastic change, highlighting already pre-existing digital inequalities. The closure of schools has led to over 90% of children and teenagers enrolled in school worldwide to drop out of school. From March 2020 the lockdown measures have been extended to all Italian regions.Conclusions. Italian students lost regular school days by a factor 2.5 times higher than the average of lost days among high-income world countries. Millions of children and teenagers had diffi culties in distance learning activities due to a lack of connectivity and/or inadequate IT tools; many students stopped attending school. Distance learning can be interpreted as an unfortunate piece of this new negative social picture.