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Learning outcomes can only be achieved through using case-based pedagogy. Instructors must encourage students to dive deeply into the case dilemma, so they are able to engage with the case objectives and questions, applying the appropriate theory. By doing so, students can provide solutions based on five core objectives. These are the objectives that students should learn after completing the case discussion: ■ Critique the marketing activities for implications of global branding. ■ Understand the turnaround strategies in the context of the digital economy and COVID-19 crisis to build a global brand and drive B2C customers from awareness and advocacy. ■ Suggest a map of traditional and digital marketing strategies to enhance the company’s efficiency and effectiveness. ■ Discuss the three main sources of influence marketers can implement to drive customers from awareness to advocacy across the customers’ path. ■ Discuss the application of the UN 17 SDGs practices in today’s fashion industry.

In 2018, Ali El Nawawi and Mai Kassem decided to start up the Scarabaeus Sacer brand to take their passion for social and human development and create ethical fashion streetwear. Scarabaeus Sacer was an Egyptian brand that sold 100% organic Egyptian cotton fashionable streetwear, and the core mission of the fledgling company was “promoting Egyptian organic cotton textiles with a premium quality globally” (Al Nawawi, 2021). While Scarabaeus was mainly guided by the well-being, sustainability, and mental health goals of the UN Sustainable Development Goals (SDGs) numbers 3, 8, 11 and 12 (good health and well-being; decent work and economic growth; sustainable cities and communities; and responsible consumption and production), their position as an advocacy brand was only beginning to be understood by their customers in Egypt. With the rapid increase of e-commerce during the COVID-19 crisis and their previous international experience, the co-founders wanted to achieve their mission of building a global brand that promotes Egyptian organic cotton and sustainability while offering unique designs of fashionable streetwear. To achieve this mission, the co-founders El Nawawi and Kassem faced major decisions related to marketing strategies at the beginning of 2020. These included how to build global brand awareness and brand advocacy for well-being, sustainability and mental health with a special focus on penetrating new markets (namely, Europe and the USA) to stock their products on e-commerce platforms and advocating their cause and increase their sales.

This case is suitable for graduate-level marketing courses in which it allows students to engage with classical marketing strategies, digital marketing, global branding, communication, media and sales within a management framework.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

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.

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?

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.

Teaching notes are available for educators only.

CCS 5: International Business.

Drawing from individual experiences and shared passion, Amena and Ramez first founded Helm as a student club at the American University in Cairo in 2012. As a club, Helm worked extensively to identify the main challenges facing persons with disabilities (PwDs) in Egypt. During meetings with various stakeholders, Helm found that employment was a recurring theme. The employment rate for PwDs in Egypt was only 21.3% compared to 40.2% among the non-disabled. During its first year alone, Helm found jobs for 300 individuals with some sort of disability. Despite this initial success, Helm strived to increase its social impact by increasing the integration of PwDs in Egypt through changing employers’ mindset and building inclusive work atmospheres where PwDs could work and thrive. There were, however, major cultural barriers in Egypt standing in the way of this vision. Despite these challenges, Helm managed to play a pivotal role in creating social transformation around disability in Egypt. Helm became a key player in reshaping Egypt’s legislation on PwDs through participating in several policymaking discussions, parliamentary committee meetings and programs with governmental entities. In the hope of increasing Helm’s potential social impact, Amena and Ramez aimed to maintain their growth in Egypt and to expand to other markets in the region. Accordingly, they were faced with a set of compelling questions. Amena and Ramez further wanted to make sure that their current business model and contribution to social transformation for PwDs could help them to grow and serve other markets. Should they adapt their business model and services offerings to scale up their social impact accordingly? If so, how?

This case allows students to consider the nature of social enterprises in developing countries and how they create social transformation in supporting PwDs in local communities. This case also introduces students to social enterprises’ business models, scalability and the sustainability issues which such enterprises face in the context of developing countries. By the end of studying the case, students should be able to understand the following: Objective 1: Identify the characteristics of social entrepreneurship and apply it to a social enterprise using Robinson’s (2006) definition of social entrepreneurship; Objective 2: Analyze the business model of a social enterprise using the nine building blocks of the business model canvas of Osterwalder and Pigneur (2010); Objective 3: Evaluate the social enterprise revenue model for sustainability using Yunus et al.’s (2010) building a social business model; and Objective 4: Suggest business model modification to improve a social enterprise’s scalability and service offerings in a new market.

This case study is aimed at students who are enrolled in entrepreneurship, social entrepreneurship, non-profit management, corporate social investment and sustainability courses. This case is written at an honor of graduate level so it can be used for master’s level, short graduate programs, MBA. The case is directed to students who have a business background and want to understand and explore social entrepreneurship.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

The purpose of this study is to investigate the voluntary disclosure of accounting ratios in the corporate annual reports of manufacturing firms in the Gulf Cooperation Council (GCC) and determines whether an association exists between voluntary disclosure and firm-specific characteristics namely, size, profitability, leverage, liquidity and efficiency.

A sample of 53 GCC listed manufacturing firms and 263 firm-year observations were observed over the period 2011 to 2015. A count data regression (Poisson) with incident rate ratios was used to identify the relationship between firms’ voluntary disclosures of accounting ratios and other firm-specific characteristics.

During the period under review, the voluntary disclosure of accounting ratios provided in annual reports of GCC firms were found to be exceedingly low. On average, a GCC company discloses at most two accounting ratios in its annual reports. The results also show that the profitability ratios are the most popularly reported ones. Controlling for family board domination, the results also reveal that structure-related variables (firm size and leverage) are positively associated with accounting ratio disclosures. However, performance-related variables (profitability, liquidity and efficiency) have no significant effect on disclosures. The authors conclude that signaling theory as implied in the performance-related variables is not strongly supported in the GCC region.

This is the first known study to investigate the disclosure of accounting ratios and its determinants within the context of GCC. The findings of this study could be beneficial to both agents and principals in assessing the associated risks. The study provides regulators and market participants an understanding of the corporate reporting activities of manufacturing firms in the GCC and who accordingly will be able to consider associated policy implementation.

This study aims to explore the characteristics and backgrounds of social entrepreneurs, particularly in relation to what motivates them to start new social ventures, through an empirical examination of the phenomenon of social entrepreneurship in the specific context of Egypt.

The study adopts a qualitative methodological approach based on a triangulation of data sources, including extensive interviews from five social entrepreneurs, interviews with senior executives in their organisations and industry experts, as well as secondary data.

The paper proposes a model that integrates common characteristics and motivations among individuals who start social ventures. Findings confirm the characteristics of social entrepreneurs as compassionate risk-takers with entrepreneurial mindsets who seek to address social issues in innovative ways. They also have the perseverance to face the inefficient institutional frameworks prevalent in developing economies. Social entrepreneurs are motivated by social problems and challenges, inspiration, and previous personal experiences, as well as their social networks.

There are limitations pertaining to the limited sample size and single country focus.

This research offers useful and practical insights for current and future social entrepreneurs, particularly in developing economies. Moreover, the study contributes to expanding future research on social entrepreneurship in similar contexts.

This study makes several contributions to the literature on social entrepreneurship. First, by presenting an integrated model for the characteristics/traits and motivations of social entrepreneur. Second, it provides deeper understanding of social entrepreneurship in emerging economies. Third, it highlights the importance of personal inspiration and informal social networks as two sources of motivation for social entrepreneurs, in emerging countries.

This paper aims to investigate the alignment between the information technology (IT) knowledge/skills importance or required by the business environment and the IT knowledge/skills integration level in the accounting curriculum in the specific context of Egyptian universities.

Data were collected from a survey of 249 accountant lecturers by emails.

The results indicate that the most important technologies are generalized audit software, embedded audit modules/real-time modules, small business accounting software, computer-aided systems engineering tools, test data and tax return preparation software, and the most technologies integrated in the accounting curriculum in Egypt are wording processing, electronic spreadsheets and electronic presentations. These results mean there is a gap between what is required and what is integrated in the accounting curriculum.

This study is the first attempt to investigate the alignment between the IT required and integrated in the accounting curriculum, especially in Egypt.

The purpose of this paper is to argue that it is possible to identify a number of physical design properties of plots that are associated with coastal alteration and to develop a predictive model or metric to evaluate the potential alteration caused by that resort. Investors may have economic plot size concerns not considered by planners, tourists may prefer close proximity to deep waters, and urban planners may have failed to realize the importance of certain plot ratios or minimum dimensions etc.

A combination of geographical information system and statistical tools is used to identify and model these properties. The research uses data from three different resorts in two countries along the Red Sea coast (Hurghada and Safaga in Egypt and Jeddah in Saudi Arabia). Landsat TM7 images are obtained for each location and analysed to detect regions with the largest alteration along the coast using the post‐classification change technique. Physical properties of each village are generated using ArcGIS 9.2 both before and after alteration. Finally, a predictive decision‐support tool for urban planners and environmental auditors is formulated using stepwise discriminant analysis.

Two‐step cluster analysis and discriminate analysis show that alteration takes place based on factors that include original width and original distance to deep water in three distinct groups. The predictive model that is developed classifies any given resort into one of three clusters, by virtue of their physical design characteristics. This gives a rough prediction of the likely alteration that might take place under a given condition. Subdivision plans that ignore the power of these two factors literally “invite” owners to violate shorelines and encroach on the sea. Planners are urged to join hands with policy makers and developers to formulate guidelines to plot subdivision and environmentally acceptable design solutions to facilitate access to deep water.

Till now, there has been no metric to relate a plot's geometric properties with the encroachment it makes. If such an association could be made, a developer's resort plans may be evaluated to predict the degree by which an encroachment is likely. The model can be used to identify resorts whose properties present a risk to shorelines, dredge or fill to maximize usable land. Two benefits may be thought of for this approach. First, the model helps urban planners develop a sustainable coastal area by bearing in mind the needs of tourist‐developers as well as the properties of their adjacent coast. Second, the factors can be used to rationalize building guidelines and land use regulations to minimize such risk.

The purpose of this study is to examine the impact of board diversity (e.g. nationality, gender and educational level) on financial performance for a sample of banks listed in 11 countries in the Middle East and North Africa region.

This paper uses the system generalized method of moments estimation approach on the data of banks listed in the MENA countries over the period 2011–2018 to investigate the relationship between board diversity and financial performance. Also, the findings are supported by additional robustness tests, including ordinary least squares, fixed and random effect techniques.

The empirical results show that there is a significant relationship between board diversity and financial performance in banks. Specifically, the findings demonstrate that board diversity related to nationality has a significant positive impact on bank performance. The findings also show an insignificant association between gender and educational level diversity and bank performance. The robustness analysis supports the findings of the baseline model.

The study provides multi-country evidence on the importance of board diversity in the MENA region and it sheds light on possible tracks for future reforms aimed at enhancing the effectiveness of the board’s functions.

This paper extends the existing literature by providing empirical evidence on the association between board diversity and financial performance of banks in the MENA countries. This paper also provides preliminary evidence on the importance of board diversity to influence financial performance.

COVID-19 is a global pandemic that was unprecedented in human history. The scale of infection was unusual with most countries succumbing to this disease. Various mitigation plans were introduced by governments around the world to contain the spread of the virus. The Southeast Asian region is not spared from the harmful effects of COVID-19. Most Southeast Asian countries responded swiftly to COVID-19 by introducing stringent policies such as contact tracing, mandatory quarantine, restriction of movements, cancellation of public events, health screenings, and border closures early on to tackle the rapid spread of the virus. The adoption of technology for contact tracing such as MySejahtera (Malaysia), TraceTogether (Singapore), PeduliLindungi (Indonesia), Mor Chana (Thailand), and Stay Safe (Philippines) shows the rapid response from the governments to contain the spread of COVID-19. The variation in the degree of success stories at different timelines in managing COVID-19 in the region indicates that COVID-19 management requires short and long-term planning, especially in the public health policy. In the case of Malaysia, the first phase of movement control order (MCO, 18–31 March 2020) took place on the background of political turmoil. The newly formed government under the leadership of Muhyiddin Yasin announced the first phase of lockdown in Malaysia to control the rising number of COVID-19 cases. The lockdowns then evolved into different forms at different phases of implementation until it was announced on 8 March 2022 that the country is transitioning to the endemic phase on 1 April 2022. This study shows that the respondents to our survey during the first phase of MCO are highly aware of the government’s initiatives to manage COVID-19 and the Malaysian public has a high level of trust and confidence in the government’s initiatives. The stringent measures taken by the government in the first wave of COVID-19 were seen as a necessity and it provided legitimacy to the government despite being the first unelected government in Malaysian history.