Learning outcomes After completing this case, students will be able to: Case overview/synopsis This case study examines the strategic dilemma faced by Cebon, a rising Algerian food company behind the viral success of “El Mordjene,” a premium chocolate spread. Cebon saw its product unexpectedly explode in popularity in France during the summer of 2024, driven by diaspora enthusiasm and social media virality. Despite soaring demand, Cebon’s momentum hit a wall: the European Union’s (EU) regulatory framework blocked formal imports of Algerian dairy products, leaving Cebon with a complex decision: should it challenge the EU, withdraw or reconfigure its market approach? Set in Algeria and France between August and December 2024, CEO Qrichi Foura must grapple with a high-stakes decision: should Cebon pursue costly EU compliance, retreat from the European market or pivot toward more accessible emerging markets? The case is designed to teach strategic decision-making under uncertainty and regulatory constraint, using frameworks such as PESTEL, value chain analysis and institutional theory. It is most relevant to sub-fields such as international business strategy, market entry decisions and non-market strategy. Complexity academic level This case is intended for final year undergraduate and master’s level students enrolled in programs such as business, management or international business, particularly within modules focusing on strategic management, international strategy, international business, international marketing and entrepreneurship. Students should have a foundational knowledge in business strategy, including familiarity with basic strategic frameworks such as PESTEL, value chain analysis and CAGE. For undergraduate audiences, the case can serve as a basis for exploring opportunity analysis, basic entry strategies and competitive assessment. For master’s level students, the case provides an opportunity to engage with more advanced business and strategic management theories and concepts, dynamic capabilities and institutional response strategies. Supplementary materials Teaching notes are available for educators only. Subject code CSS 11: Strategy.
Rejeb et al. (Mon,) studied this question.