From Field Work to Classroom: The Espresso Lane to Global Markets

Founded in Trieste, Italy, Illy marketed a unique blend of coffee drinks in over 140 countries and in more than 50,000 of the world’s best restaurants and coffeehouses. The company wanted to expand the reach of its own franchised coffee bar, Espressamente, through international expansion. Ilan Alon, Professor of Strategy and International Marketing at the School of Business and Law at the University of Agder, breaks down how he translated his international consulting and field work to the classroom for his best-selling case, The Espresso Lane to Global Markets. Resources mentioned in this podcast: -Stephen King's nonfiction work, On Writing: A Memoir of the Craft.  -Alon's related case, Ruth's Chris: The High Stakes of International Expansion.