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Book part
Publication date: 16 August 2023

Olayinka Akanle and Adedeji Adewusi

Ọsẹ dúdú production and sale constitute a major indigenous business among the Yoruba people. Scholars have noted that the business is capable of boosting the socio-economic status…

Abstract

Ọsẹ dúdú production and sale constitute a major indigenous business among the Yoruba people. Scholars have noted that the business is capable of boosting the socio-economic status of black soap entrepreneurs and of countries. However, ọsẹ dúdú enterprise has some significant threats and problems that are yet to be researched. This chapter examined the challenges of osẹ dúdú entrepreneurs in Southwest Nigeria. Twenty-six interviews were conducted among indigenous black soap producers and sellers in Ogun, Oyo and Lagos States. Data were analysed in themes. Weather, financial, spiritual, copyright and succession challenges, as well as issues such as a large number of sellers, debt, lack of support, pricing and brand competition, were found to be problems faced by black soap entrepreneurs. This chapter concluded that certain controllable and uncontrollable factors were not only capable of limiting the development of osẹ dúdú business but also have adverse implications for the achievement of the sustainable development goals through the indigenous resource. This chapter suggests that osẹ dúdú business actors such as mechanical engineers, local fabricators, financial institutions, and governmental and non-governmental agencies collaborate with black soap entrepreneurs to ameliorate the challenges of the latter. It is only through this alliance that black soap entrepreneurs can contribute to indigenous business development and the achievement of sustainable development goals in Africa.

Details

Casebook of Indigenous Business Practices in Africa
Type: Book
ISBN: 978-1-80455-763-1

Keywords

Abstract

Subject area

Marketing, innovation, strategy.

Study level/applicability

Undergraduate, post-graduate and executive education.

Case overview

This case is set in January 2012, a few days before the launch of Mysore Sandal Millennium, a super-premium luxury soap offering from the Indian public sector enterprise, Karnataka Soaps and Detergents Ltd. (“KS&DL”). Three years of research had been put into this product, which contained some of the finest, high-quality ingredients. KS&DL had, over the past decade or so, observed a significant fall in brand image for its signature product, the Mysore Sandalwood soap. While this soap had for many years been considered the premium brand in India, it had lost its place when well-known foreign brands became available in India, and local manufacturers moved towards this segment, manufacturing a whole new range of competitive products such as liquid body washes and gels. It was with an aim to rebuild its image that the company decided to launch the Millennium soap. KS&DL was clear that the product would be initially aimed at the high-income Indians, and then move to expand into the overseas market. However, it remained to be seen if the company could be truly successful in marketing a product priced at a level which would make it unaffordable to most Indians, other than a very thin layer of the ultra-rich. The question remains as to how KS&DL could best go about executing and communicating its strategy to make this launch a success.

Expected learning outcomes

This case provides students the opportunity to learn about the challenges faced when a company launches a new brand, particularly a luxury brand in a developing country such as India. Through this case, students will learn about the concepts of brand extension, and, above all, vertical brand extension. It can also be used to discuss the spill-over effects of the launch (and its success) on other existing brands of the company, as well as the overall corporate brand.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email: support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 4 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 11 May 2015

Lee Read and Yusuf Arayici

Thermal insulation is important to achieve energy efficiency in a buildings’ lifespan while maintaining comfort. Traditionally, the majority of insulation in buildings is man-made…

Abstract

Purpose

Thermal insulation is important to achieve energy efficiency in a buildings’ lifespan while maintaining comfort. Traditionally, the majority of insulation in buildings is man-made petroleum based products with limited or no-end life usage. However, from an environmental and economic sustainability perspective, they are not sustainable as natural resources are finite and in danger of run-out. Furthermore, they are also highly influenced by the increasing price and the ongoing scarcity of fossil fuel oils. The paper aims to discuss these issues.

Design/methodology/approach

This paper introduces soap based insulation from recycled materials as a sustainable alternative to petroleum counterparts. The methodology is lab based experimentation and iterative tests. The phased based research process for the incremental development of the soap based thermal insulation is explained.

Findings

Findings reveal that soap based insulation can be one possible way forward in the quest for natural and sustainable thermal insulation from recycled products to preserve and conserve the sustainable environment.

Originality/value

Thus, the paper provides a unique environmentally friendly approach as an alternative to those existing petroleum counterparts for thermal insulation in buildings.

Details

Structural Survey, vol. 33 no. 2
Type: Research Article
ISSN: 0263-080X

Keywords

Article
Publication date: 21 June 2011

R.K. Srivastava

The brand increasingly is becoming the key source of differentiation that guides customer purchase choice. It is the focal point around which an organization defines how it will…

14581

Abstract

Purpose

The brand increasingly is becoming the key source of differentiation that guides customer purchase choice. It is the focal point around which an organization defines how it will uniquely deliver value to the customer for a profit. The main aim of this research is to unveil the consumer perception about Cinthol and to understand the importance of brand identity of a product and the factors influencing it.

Design/methodology/approach

A descriptive study was conducted in the age group of 21‐55 years to ascertain the perception change in the brand identity of Cinthol, its brand personality, its awareness levels, its usage pattern, its promotional campaigns and the factors influencing the buying behavior of the consumers.

Findings

It was also observed that most of the respondents identified Cinthol as a family soap closely followed by male soap, though the difference between the two was not significant. Company is projecting this brand as male's soap overall satisfaction and loyalty, hence the ultimate outcomes.

Practical implications

The view presented in this paper is drawn from the marketing research perspective but question raised should be of great interest to practitioner as well. The work outlined should provide a marketing manager with a clear view and understanding of brand identity and image.

Originality/value

This brand identity and brand image study should help the brand to assess the impact of change in brand personality. Frequent changes may affect the brand image due to identity crisis.

Details

Marketing Intelligence & Planning, vol. 29 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Book part
Publication date: 9 August 2012

Kevin M. Dunn and Jeremy T. Schwartz

This chapter describes the use of an innovative instructional tool to teach managerial accounting concepts in a chemistry course at a small liberal arts college. Students engage…

Abstract

This chapter describes the use of an innovative instructional tool to teach managerial accounting concepts in a chemistry course at a small liberal arts college. Students engage in active learning by participating in a semester-long enterprise where they assume the role of both an entrepreneur and a manufacturer, as they explore different production combinations and plan profitability. This teaching tool offers several educational benefits. First, it actively engages students by requiring daily decisions having market consequences in a real-world setting. Second, it empowers students to create their own production environment and fosters cooperative learning. Finally, it develops in students an appreciation for the value of accounting information in decision-making.

Details

Advances in Accounting Education: Teaching and Curriculum Innovations
Type: Book
ISBN: 978-1-78052-757-4

Content available
Article
Publication date: 1 March 2006

Laurence M. Weinstein and Kelli Bodrato*

Sitting around the kitchen table one late-winter morning, Lisa and Rick Agee were discussing which direction to take their small, home-based business located in rural New Milford…

1712

Abstract

Sitting around the kitchen table one late-winter morning, Lisa and Rick Agee were discussing which direction to take their small, home-based business located in rural New Milford, Connecticut, over the next three to five years. The couple was making and selling “Goatboy” brand bathroom soap using goatʼs milk as the key ingredient, and they were now trying to reconcile very different points of view on how to grow the business in early March 2006.

Details

New England Journal of Entrepreneurship, vol. 9 no. 2
Type: Research Article
ISSN: 2574-8904

Article
Publication date: 1 March 1907

Before attempting to decide what are and what are not legitimate constituents of toilet and domestic soaps, it is necessary first to touch upon another question to which in some…

Abstract

Before attempting to decide what are and what are not legitimate constituents of toilet and domestic soaps, it is necessary first to touch upon another question to which in some way it is more difficult to give a definite and satisfactory reply—namely, to what is the cleansing power of soap due? The answer to this depends a good deal upon the standpoint from which the matter is viewed. To the chemist the exact explanation is hardly yet entirely forthcoming, and he can at present only answer in a general way by saying that the chief value of a soap is owing to its power of dissolving or emulsifying fats; but why it does so is still more or less under discussion. It has been shown that a solution of a neutral soap when largely diluted with water is decomposed into free alkali, and a fatty acid which is precipitated.

Details

British Food Journal, vol. 9 no. 3
Type: Research Article
ISSN: 0007-070X

Article
Publication date: 11 February 2014

John Philip O'Connor

The aim of this paper is to examine how the “colleen” archetype was used in the creation of a successful brand personality for a range of soap manufactured in Ireland during the…

Abstract

Purpose

The aim of this paper is to examine how the “colleen” archetype was used in the creation of a successful brand personality for a range of soap manufactured in Ireland during the early twentieth century. It reveals the commercial and political agendas behind this move and the colleen's later application to Ulster unionist graphic propaganda against Home Rule between 1914 and 1916.

Design/methodology/approach

This case study is based on an analysis of primary and secondary sources; the former encompassing both graphic advertising material and ephemera.

Findings

This paper demonstrates how contemporary pictorial advertising for colleen soap was suffused with text and imagery propounding Ulster's preservation within the UK. It also suggests that the popularity of this brand personality may have been a factor in the colleen's appropriation for propaganda purposes by certain strands within Ulster unionism.

Originality/value

This paper is based on original research that expands the historical corpus of Irish visual representation, while also adding notably to discourses within the History of Marketing and Women's History.

Details

Journal of Historical Research in Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 8 August 2016

Nnamdi O. Madichie

Using a single case study of The Global Soap Project, a social enterprise founded by an African Immigrant resident in the USA, this study aims to explore and posit how lives could…

Abstract

Purpose

Using a single case study of The Global Soap Project, a social enterprise founded by an African Immigrant resident in the USA, this study aims to explore and posit how lives could be saved in Sub-Saharan Africa and especially so in light of the Ebola pandemic ravaging swathes of West African communities.

Design/methodology/approach

The qualitative study interrogates both the identity of a diasporic social entrepreneur in an attempt to develop a framework that links this concept to community entrepreneurship using a single case study.

Findings

With hindsight, The Global Soap Project has much to offer in terms of “saving lives” in these communities, as the battle against the Ebola virus calls for containment measures.

Research limitations/implications

While arguably limited in terms of being a single case, this study furthers the understanding on the role of social entrepreneurship in complementing community efforts and coping strategies for tackling pandemics such as the Ebola virus.

Social implications

Evidently, while vaccines are being fast-tracked, the spread of the virus can be curtailed through personal hygiene, and the project illustrates how an individual social enterprise can be leveraged at the community level.

Originality/value

The study provides avenues for future research enquiry into how single cases might be transformed into multiple cases, both within and across sectors, for the benefit of humanity in general and affected communities in particular.

Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. 10 no. 3
Type: Research Article
ISSN: 1750-6204

Keywords

Article
Publication date: 1 September 1965

E.G. ELLIS

A series of articles dealing, in as simple a way as possible, with the basic facts of lubrication, lubricants, their selection and prescription, specification, application, and…

Abstract

A series of articles dealing, in as simple a way as possible, with the basic facts of lubrication, lubricants, their selection and prescription, specification, application, and testing. This series is primarily intended for students, engineering personnel who may be unfamiliar with certain aspects and others who, one way or another, are interested in this important subject. Part One in our March Issue dealt with Friction, Lubrication and Wear. Part Two in our July Issue dealt with Mineral Oils and their Additives

Details

Industrial Lubrication and Tribology, vol. 17 no. 9
Type: Research Article
ISSN: 0036-8792

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