Venturing in Entrepreneurial Undertakings

Abdulnasser Alshaali, Virginia Bodolica and Martin Spraggon

Chapter Chapter 3 in Managing Organizations in the United Arab Emirates, 2014, pp 75-110 from Palgrave Macmillan

Abstract: Abstract This case study illustrates the birth of an entrepreneurial business concept, named Edmini, which was initiated by two Emirati citizens. The main idea behind Edmini lies in the creation of an online store to provide male consumers in the UAE convenient means to acquire customized high-end slippers. Bringing out subtly the culture and tradition of the local UAE population, the case offers relevant insights into various processes and steps that were put in place to establish the Edmini brand between 2009 and 2010. By showcasing different experiences that revolve around identifying the market need, developing optimal branding schemes, and allocating required resources for footwear manufacturing, this case provides the opportunity to grasp a thorough understanding of the challenges that a start-up could face.

Keywords: entrepreneurial venture; business concept; market analysis; launching a brand; online store; product customization; UAE (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-40920-1_3

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DOI: 10.1057/9781137409201_3

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