Abstract
Subject area International business, international marketing. Study level/applicability Senior students majoring in international business and/or marketing. Case overview Internationalization processes for organizations represents a hard turmoil that some excel in and a few enjoy its benefits. Cilantro Café represents a landmark in the Egyptian economy for its success in turning from a local coffee shop house chain to a global one in less than a decade from its earlier inception. Such success relied heavily on their internationalization strategy as well as their marketing communications. The main learning objective in this case is presenting Cilantro's path for internationalization as a model for local organizations striving to go global. Expected learning outcomes Identifying the internationalization process, explaining a success story in moving from local to global business operations, and highlighting the post 25th of January cultural implications in Egypt. Supplementary materials Teaching note.
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