Teaching Note: Instruction Manual: Expanding horizons in the Middle East: evaluating the Hair Addict’s strategies for growth

This case study explores the decision a woman business founder, Doaa Gawish (she), needed to make with her team regarding her firm’s growth strategy. Gawish founded The Hair Addict (THA) in 2018 in Egypt with a mission to provide all-natural hair products to women, motivated by an online hair challenge movement that encouraged women to defy social norms and embrace their curls. Following the success and growth of the business in Egypt, Gawish had to decide on her next expansion strategy, given the country’s various economic and financial challenges. The case allows students to evaluate the growth decision by conducting...