KITEA (A)—(F)

Ramon  Casadesus-Masanell; Karen  Elterman

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Teaching Note | HBS Case Collection | March 2019

KITEA (A)—(F)

by Ramon Casadesus-Masanell and Karen Elterman

Abstract

This Teaching Note accompanies the KITEA series of cases, which details how the Moroccan furniture company KITEA prepared for the entry of IKEA into the Moroccan market and describes the outcome of that entry.

Keywords: Private Sector; For-Profit Firms; Business Strategy; Strategic Planning; Competitive Strategy; Competitive Advantage; Adaptation; Corporate Strategy; Market Entry and Exit; Retail Industry; Africa; North Africa; Morocco;