GEA Farm Technologies

Keeping it Agile: The Internationalisation Decision for The Agile Executive

  • Case study on Executive level
  • Reference No. ECASA_2022_8 EN


This case focuses on The Agile Executive, a company looking for new market opportunities to expand their business in several possible European markets.

This case is also an exercise case for students to practice their knowledge from the perspective of strategic management, branding, marketing & sales, conducting market research and the development of feasible marketing entry strategies, all based on clear use of robust criteria, aligning with the core competences, resources and capabilities of the organisation.

This case can be divided into sub-cases that could focus on answering the questions of how to enter or expand in a target European market, which market to enter, how to position and brand the organisation, all based on a clear strategic analysis of the core competences of The Agile Executive.


  1. Siobhan O’ Regan (Technological University Dublin)
  2. Roger Sherlock (Technological University Dublin)


SME Growth, Internationalisation, Entry Strategies, Business Model, Core Competencies

Case Partners

  • Birkman – Management Consulting
  • IQ Pass – Control Systems
  • UAB SDG – Recruitment Based on Values
  • JSC “Bavarus” Textile Manufacturer
  • GEA Farm Technologies: Building Core Competencies through Internal and External Growth
  • Entering the Next Level of Value Generation: Servitization and Digitization for Industry 4.0- IFM electronics
  • Glendalough Whiskey – The Growth Challenge
  • Portwest’s Future Strategy – Fashioning Workwear: Threading the Needle