“Jute Cottage” at crossroads: succession dilemma
Publication date: 10 March 2022
Abstract
Learning outcomes
After reading this case, the students will be able to comprehend the conceptual framework of entrepreneurial learning to tap business opportunities; identify the challenges of small businesses; understand the structure of the franchise business model; and recognise the need for succession planning for business sustainability and evaluate various options for succession.
Case overview/synopsis
“Jute Cottage”, the two-decade-old brand, was operating through its own stores and franchise outlets. The brain behind the brand was Nasreen and her husband Bilal. Dire times led the duo, venture into this business. It was in 1992, the family had relocated from Kolkata and was trying to make a living in Bangalore. Nasreen joined as a teacher and her husband focused on his existing trading business in jute packaging material. This was when Nasreen tried selling jute bags from home that were bought from Kolkata. After a few years, when Bilal’s business had a setback, Nasreen thought of giving a push to her home business. This was how a business that was started at a small level grew slowly and steadily under Nasreen’s leadership to become a brand and reach the current level of owning four stores and 10 franchise outlets across South India. As Nasreen and Bilal were growing old and wanted to retire, they expected their only son, Ataullah, to take over the reins of their business. But to their dismay, he was not interested, as his focus was on movie-making and designing.
Complexity academic level
The case can be taught to MBA/PGDM students to give them experiential learning in the courses on Entrepreneurship and Strategy. It gives insight on how to tap the business opportunities, grow and sustain. The case also highlights the need for succession planning for business continuity.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 3: Entrepreneurship.
Keywords
Acknowledgements
The authors sincere gratitude to our research scholars Soumya Rao and Sushma Rao for their valuable inputs for this case. Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognisable information to protect confidentiality.
Citation
Arjunan, S., Zachariah, M. and Bhat K., P. (2022), "“Jute Cottage” at crossroads: succession dilemma", , Vol. 12 No. 1. https://doi.org/10.1108/EEMCS-03-2021-0077
Publisher
:Emerald Publishing Limited
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