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International Business, 8th Edition by Michael H. Moffett, Iikka A. Ronkainen, Michael Czinkota

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PART 5 CASE 3

THE MARKET ENTRY STRATEGY SOCIAL APPROACH

Selena Cuffe did not plan to find the business project of her life in Africa when visiting the First Annual Soweto Wine Festival in Johannesburg, South Africa, in 2005. Until that moment, Selena only related that town with the historical events that led to apartheid. When she went to the wine festival, she was impressed by the high quality of the wines showcased and the stories behind them; vintners trying to thrive within an industry where they were underrepresented. One wine caught her attention and she wanted to know if it was sold in the U.S. but the exhibitor, Vivian Kleynhans, director of African Roots Wine Brands told her that they were already struggling to have distribution within South Africa, let alone the United States.

Selena felt compelled to call her husband in the United States with the promise of a business opportunity. The wines were good and so was the cause of helping these entrepreneurs succeed. Selena's husband, Khary, listened carefully but reminded her that they needed to work out the numbers to see if it was feasible. A month later the Cuffes founded Heritage Link Brands with an office in Massachusetts, and started importing South African wines from indigenous producers.

The couple financed the company with savings from their corporate lives and credit card debt; Selena became CEO and Khary became CFO. “We've had a dozen people ask about becoming investors, but we want to bootstrap as long as we can,” ...

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