Title Essay Gifts : gifting for greater good / Sarah Babb, (Graduate School of Business, University of Cape Town, Cape Town, South Africa), Tina Retief, (Graduate School of Business, University of Cape Town, Cape Town, South Africa), and Geoff Bick, (Graduate School of Business, University of Cape Town, Cape Town, South Africa)

Published Bingley, U.K. : Emerald Group Publishing Limited, 2016 ©2016

Online access available from: Emerald Emerging Markets    View Resource Record

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Description 1 online resource (19 pages) : 32 illustrations Series Emerald emerging markets case studies, 2045-0621 ; volume 6, issue 4 Summary The case outlines the context and current decisions and dilemma facing Essay Gifts, which is a successful enterprise based in Cape Town, South Africa, supplying a local market in corporate gifting since 2006. The emerging market is facing economic decline and rising unemployment sitting at 25 per cent and up to 48 per cent in the youth market. After seven years of operating from a home-based office, Beatrice has moved into an office block in an upcoming area in Cape Town as they anticipate bullish targets for the upcoming year. The decision facing her now is whether to also sign a lease for a vacant retail shop downstairs from her office to sell ready-made gifting solutions. To meet the social mission, Essay Gifts is using township-based suppliers to develop the products, and this is proving an often unreliable and inconsistent source of supply and the current orders may not even be met at this particularly busy end-of-year period. How does Beatrice scale the business and what business is she in after all? Is she an entrepreneur, striving to increase the size of her business and her revenue, or is she a social entrepreneur creating employment opportunities for others? Notes The paper enables to identify the determining features of a social enterprise and the dynamics involved in balancing the social and commercial missions; understand the complexities of entrepreneurial operations in emerging markets; identify scaling up and strategic growth strategy options for social enterprises and small and medium-sized enterprises; and distinguish entrepreneurial marketing strategies in contrast with traditional marketing strategies Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes Bibliography Includes bibliographical references and index Audience The study is applicable to MBA students, masters-level students and students of executive education Subject Social entrepreneurship -- South Africa -- Cape Town Marketing -- South Africa -- Cape Town Business & Economics -- Entrepreneurship. Entrepreneurship. Genre/Form Case studies. Form Electronic book Author Retief, Tina, author Bick, Geoff, author

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