To read this content please select one of the options below:

Cosmobio: a universe of certified organic cosmetics

Stefania Mariano (American University of Sharjah, Sharjah, United Arab Emirates)

Publication date: 15 June 2021


Study level/applicability

This case is appropriate for early-stage postgraduate courses in entrepreneurship or business modeling.

Subject area


Case overview

Cosmobio case study presents the journey of Antonella Bognanni, founder and CEO of Cosmobio, along seven years of operations, from the initial assessment of the business opportunity to the launch, relaunch and closure of the business.

Expected learning outcomes

1. To establish whether or not a business idea is a business opportunity. 2. To articulate aspects related to management prowess and liability of newness. 3. To differentiate between a lean versus a more traditional approach to business planning. 4. To discuss the potential bias of preliminary research. 5. To apply definitions of first-mover advantage. 6. To discuss how to conduct an environmental analysis; identify industry and target markets; and perform a competitor analysis. 7. To compare low-cost strategies to differentiation strategies. 8. To discuss marketing mix and marketing strategy. 9. To illustrate challenges related to being a solopreneur and related leadership styles or gender issues implications. 10. To illustrate implications related to business failure, past mistakes and lessons learned.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 3 Entrepreneurship.



Mariano, S. (2021), "Cosmobio: a universe of certified organic cosmetics", .



Emerald Publishing Limited

Copyright © 2021, Stefania Mariano

Related articles