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Penetrating or expanding: the dilemma at Raushangul atelier studio, Kazakhstan

Sanam Sunnatullayevna Mirzaliyeva (Silk Road Case Center, Narxoz University, Almaty, Kazakhstan)
Kamalika Chakraborty (Department of Strategy and Entrepreneurship, Jagdish Sheth School of Management, Bangalore, India)
Samir Biswas (Operations Management Group, Indian Institute of Management Calcutta, Kolkata, India)
Dina Berikkyzy (Silk Road Case Center, Narxoz University, Almaty, Kazakhstan)
Dina Tleubek (Silk Road Case Center, Narxoz University, Almaty, Kazakhstan)

Publication date: 16 December 2022


Learning outcomes

After the case discussion in class, the audience is expected to:▪ Apply the use of management tools in identifying core competencies in the sustenance and growth of a venture.▪ Evaluate the sustainability of the core competencies using relevant tools and frameworks.▪ Assess using relevant criteria whether firms should diversify or not?

Case overview/synopsis

The case highlights the experience and obstacles encountered by a Kazakh entrepreneur, Moldakhmetova, who is exploring her long-term business continuity choices. Moldakhmetova ran her own tailoring business, which focused mostly on designing and creating national costumes worn at weddings and concerts. However, she was confronted with a number of obstacles pertaining to the long-term viability of her enterprise, especially with the commencement of the Covid pandemic. The volume of national costume sales was affected by the declaration of the lockdown and restrictions on concerts and celebrations. As the lockdown lifted and orders started to pour in, Moldakhmetova pondered the long-term viability of her business venture. In addition, the availability of inexpensive ready-made Moldakhemetova costumes in Almaty (one of the major cities) made her question whether or not they were her competitors. Thus, Atlas contemplated many choices as potential answers to the question of the enterprise's long-term viability. She was currently faced with the dilemma of selecting the most feasible solution from the possibilities she had identified.

Complexity academic level

BBA and MBA programs.

Supplementary materials

Teaching notes are available for educators only. Students are recommended to watch the video about the Kazakh folk style of clothing at: (25 minutes). Students can watch the following video about specific embroidery styles applied in Kazakh national clothing at: (first 10 minutes of video). The case could be used in online teaching via the Padlet platform.

Subject Code

CSS: 11: Strategy.



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 recognizable information to protect confidentiality.


Mirzaliyeva, S.S., Chakraborty, K., Biswas, S., Berikkyzy, D. and Tleubek, D. (2022), "Penetrating or expanding: the dilemma at Raushangul atelier studio, Kazakhstan", , Vol. 12 No. 4.



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