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Product cover image for Legends Barbershop’s African Internationalization Strategy

Legends Barbershop’s African Internationalization Strategy

Steven Zwane, Anastacia Mamabolo, Faith Mashele

Product #:W43441
Supplier:Ivey/GIBS
Discipline:Entrepreneurship, Strategy
Setting:Zambia, 2024
Details:Case (PDF) • 12 pages • 2025-06-24

Subjects:

EntrepreneurshipStrategy

Industries:

Business services sector

Geography:

ZambiaAfrica
Your Price:$9.71

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This case examines the entrepreneurial journey of the owner of Legends Barbershop (Pty) Ltd. (Legends), from cutting hair in the streets of Eldorado Park, South Africa, to scaling his barbershop into a global brand with over 70 locations across multiple countries. The strategic, operational, and branding challenges involved in transitioning from a successful local business to an international enterprise while maintaining community engagement and brand authenticity are highlighted in the study of this company. The case is focused on international scaling models that can be used in an entrepreneurial business.

Learning Objectives

This case study is ideal for undergraduate and graduate courses in general entrepreneurship and international entrepreneurship, and for executive education programs focusing on small business management or scaling start-ups. The case can be taught in undergraduate courses on generic entrepreneurship. The students should have covered themes on the entrepreneurial process, referring to opportunity identification, evaluation and exploitation, and scaling a business venture before engaging in the case. The case is underpinned by the theories on internationalization within the context of small and medium enterprises (SMEs). After studying the case, the students should understand international scaling for growth in SMEs. After working through the case and assignment questions, students will be able to do the following:
  • Analyze the entrepreneurial characteristics for entrepreneurial success.
  • Identify factors influencing international growth strategies.
  • Select and defend a suitable international model that will maintain the brand values.
  • Explain how to balance scaling for growth and business values.
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Case Study: Legends Barbershop’s African Internationalization Strategy (English version) | Ivey Publishing