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Teaching Note| April 08 2026

Teaching Note: Cebon El Mordjene: viral sweetness and strategic trade dilemmas

Wajdi Ben Rejeb;
Wajdi Ben Rejeb
Lincoln International Business School,
University of Lincoln
, Lincoln,
UK

Wajdi Ben Rejeb is based at Lincoln International Business School, University of Lincoln, Lincoln, UK.

Corresponding author Wajdi Ben Rejeb wbenrejeb@lincoln.ac.uk
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Sarra Berraies
Sarra Berraies
Department of Management,
University of Tunis Higher Institute of Management
, Le Bardo,
Tunisia

Sarra Berraies is based at the Department of Management, University of Tunis Higher Institute of Management, Le Bardo, Tunisia.

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Author & Article Information
Corresponding author Wajdi Ben Rejeb wbenrejeb@lincoln.ac.uk
Online ISSN: 1111-111X
Print ISSN: 1111-111X
© 2026 Emerald Publishing Limited
2026
Emerald Publishing Limited
Licensed re-use rights only
Teaching Notes 1–17.
Connected Content
Teaching Notes: Cebon El Mordjene: viral sweetness and strategic trade dilemmas

See also

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...

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Suggested Reading

Cebon El Mordjene: viral sweetness and strategic trade dilemmas
Emerald Emerging Markets Case Studies (April,2026)
E-mail viral marketing: modeling the determinants of creation of “viral infection”
Management Decision (April,2019)
The viral marketing metaphor explored through Vegemite
Marketing Intelligence & Planning (August,2015)
No viral no justice: is it a principle of social justice? (Study of viral cases on social media in Indonesia)
Safer Communities (December,2024)
The virality of advertising content
Journal of Research in Interactive Marketing (April,2022)

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