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In search of luxurious slippers. B, The attempted launches of Edmini in the UAE

Author: Abdulnasser Alshaali; Martin Spraggon
Publisher: [London] : SAGE, 2016.
Series: SAGE knowledge. Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This case study describes the continuous efforts deployed by two Emirati citizens to turn their entrepreneurial venture, Edmini, into a reality. By establishing the Edmini brand in the United Arab Emirates (UAE), Abdulnasser and Rashid were seeking to offer local male customers convenient means for purchasing customized fashionable slippers via an online store. Having completed the initial steps related to market  Read more...
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Genre/Form: Case studies
Additional Physical Format: Print version:
Alshaali, Abdulnasser.
In search of luxurious slippers. B, The attempted launches of Edmini in the UAE.
[London] : SAGE, 2016
(OCoLC)1017720634
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Abdulnasser Alshaali; Martin Spraggon
ISBN: 9789351507642 9351507645
OCLC Number: 1017720634
Notes: Originally Published in: Alshaali, A. & Spraggon, M. (2013). In Search of Luxurious Slippers: The Attempted Launches of Edmini in the UAE (B). Asian Journal of Management Cases, 10(2), 125-128. DOI: 10.1177/0972820113493688.
Description: 1 online resource : illustrations (black and white, and colour)
Series Title: SAGE knowledge. Cases.
Other Titles: Attempted launches of Edmini in the UAE
Responsibility: Abdulnasser Alshaali & Martin Spraggon.

Abstract:

This case study describes the continuous efforts deployed by two Emirati citizens to turn their entrepreneurial venture, Edmini, into a reality. By establishing the Edmini brand in the United Arab Emirates (UAE), Abdulnasser and Rashid were seeking to offer local male customers convenient means for purchasing customized fashionable slippers via an online store. Having completed the initial steps related to market analysis, product conceptualization and brand development and promotion, the partners are now focused on initiating the process of slipper manufacturing. The case provides insightful information for illustrating the challenges surrounding the attempted launches of Edmini in 2010 and 2011. Although the company is still not fully operational, the entrepreneurs are positive about the future potential for success.

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