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• Case | HBS Case Collection | January 2019 (Revised October 2019)

  KITEA (A): Democratizing Furniture in Morocco

  Ramon Casadesus-Masanell and Gamze Yucaoglu

  The case opens in 2013 as Amine Benkirane, founder and CEO of the leading Moroccan furniture company KITEA, contemplates the loss his company has incurred for the first time in its 20-year history. The case then describes KITEA’s origins and provides a detailed overview of the business plan that enabled Benkirane to bring affordable modern furniture in flatpacks to the Moroccan market, which had previously been dominated by unorganized artisans. At the beginning of 2010, KITEA was a market leader with a robust market share of 24%. However, Benkirane read about rumors that IKEA was planning to enter the Moroccan market. The case explores in detail KITEA’s efforts to prepare for the increased competition. In 2013, KITEA found itself in a difficult situation, facing a downturn in the economy, a slowdown in sales, a delayed store opening, and souring creditor sentiment following the news about IKEA’s entry. Would KITEA be able to bounce back and remain competitive when IKEA entered the market?

  Keywords: retail; KITEA; furniture; furniture industry; entry strategy; responding to entry; Localization; competitive interaction; Private Sector; For-Profit Firms; Business Model; Business Strategy; Strategic Planning; Strategy; Competitive Strategy; Adaptation; Corporate Strategy; Competitive Advantage; Retail Industry; Africa; Morocco;

  Citation:

  Casadesus-Masanell, Ramon, and Gamze Yucaoglu. "KITEA (A): Democratizing Furniture in Morocco." Harvard Business School Case 719-420, January 2019. (Revised October 2019.)  View Details

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• Supplement | HBS Case Collection | October 2019

  Airbus vs. Boeing (G): The Dreamliner Takes to the Skies (2011)

  Ramon Casadesus-Masanell and Karen Elterman

  This case describes the first commercial flight of Boeing's 787 Dreamliner in 2011, three years after originally planned, as well as the first commercial flight of Airbus's superjumbo, the A380, in 2007. It also describes the companies' current endeavors in 2011, including Airbus's work on the A350 and A320neo and Boeing's development of the 737 MAX.

  Keywords: Product Development; Air Transportation; Projects; Competition; Air Transportation Industry; Manufacturing Industry;

  Citation:

  Casadesus-Masanell, Ramon, and Karen Elterman. "Airbus vs. Boeing (G): The Dreamliner Takes to the Skies (2011)." Harvard Business School Supplement 720-382, October 2019.  View Details

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• Supplement | HBS Case Collection | October 2019

  Airbus vs. Boeing (H): Wing Cracks and Battery Fires (2013)

  Ramon Casadesus-Masanell and Karen Elterman

  This case describes an issue with the batteries of Boeing’s 787 Dreamliner planes overheating and sometimes catching fire in 2013. The planes were grounded for several months until Boeing introduced new safety measures. The case also discusses a problem with cracks on the wings of Airbus’s A380 superjumbo, which required the company to make a costly fix to a particular wing component.

  Keywords: Product Development; Air Transportation; Projects; Competition; Safety; Manufacturing Industry; Air Transportation Industry; United States; Europe;

  Citation:

  Casadesus-Masanell, Ramon, and Karen Elterman. "Airbus vs. Boeing (H): Wing Cracks and Battery Fires (2013)." Harvard Business School Supplement 720-383, October 2019.  View Details

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