Poulehouse Paris : an ethical egg venture in France / Aruna Chandra, Ghizlane Kasmi, Terry Daugherty, Géraldine Michel, Andy Borchers.

Format:

Book

Author/Creator:

Chandra, Aruna, author.

Kasmi, Ghizlane, author.

Daugherty, Terry, 1971- author.

Michel, Géraldine, author.

Borchers, Andy, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Social entrepreneurship--France--Case studies.

Social entrepreneurship.

Venture capital--France--Case studies.

Venture capital.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Society for Case Research, 2024.

Summary:

Poulehouse's "The Egg that does not Kill the Hen" was founded in 2017 in Paris, France, to disrupt the egg industry by producing an animal friendly, healthier, premium priced alternative product. The case outlined the skillful use of storytelling to build a fair-trade brand using a completely transparent mode of production while balancing the 3Ps of profit, people/animals, and planet. The target market for the product was the conscious consumer, a growing segment in France that made values-based purchases. The case addressed regulatory, industry, and competitor dynamics that impacted the new venture and its ability to build durable competitive advantage. Students learn about the dynamics of the egg industry, the importance of branding and consumer labelling laws in France. In addition, they may examine the new venture's growth trajectory and its positioning strategy in an evolving and increasingly competitive space with few barriers to imitation. The case would be appropriate for undergraduate and graduate courses in international/social entrepreneurship, ethics, sustainability, fair trade, strategic management, and new venture marketing/branding.

Notes:

Description based on XML content.

ISBN:

979-83-488-3506-4

OCLC:

1569208742

Publisher Number:

T299531