Case 4: Innovate or stagnate! Tealive’s entrepreneurial voyage in the F&B industry

Maha Mohammed Yusr, Dilip S. Mutum

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Otherpeer-review


Tealive is a renowned bubble tea franchise that has its roots in Malaysia. The company established in 2017 has garnered acknowledgement for its diverse range of distinctive and gratifying bubble tea concoctions. The present case study illuminates the experience of the company, beginning with its challenges in dealing with the franchisor of bubble tea brand Chatime, followed by the risks encountered by the nascent enterprise as a result of the lockdown measures during the pandemic. The company’s ability to maintain and expand its operations can be attributed to various factors, such as the entrepreneurial orientation embraced by the organisation and its senior executives.
Original languageEnglish
Title of host publicationMarketing Case Studies in Emerging Markets
Subtitle of host publicationContemporary Multi-industry Issues and Best-practices
EditorsDilip S. Mutum, Soo Yeong Ewe, Ezlika M. Ghazali, Racheal Louis Vincent
Place of PublicationCham Switzerland
Number of pages10
ISBN (Electronic)9783031516894
ISBN (Print)9783031516887
Publication statusPublished - 2024

Publication series

NameSpringer Business Cases
ISSN (Print)2662-5431
ISSN (Electronic)2662-544X


  • Entrepreneurial orientation
  • Emerging markets
  • Product diversity
  • Partnerships
  • Food and beverage

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