CUI-ZINE: A Company under Pressure

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CASE STUDY. How the company started its internationalization process and how it managed the various activities related to this internationlization.

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CUI-ZINE: A Company under Pressure: Abstract

This case is about a Moroccan family business specializing in manufacturing pressure-cookers and other kitchenware items. It shows how the company started its internationalization process and how it managed the various activities related to this internationlization. The case also emphasizes some important issues pertaining to SME management particularly under conditions of adversity.

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Also available in French.

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