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In search of luxurious slippers. B, The attempted launches of Edmini in the UAE / Abdulnasser Alshaali & Martin Spraggon.

By: Contributor(s): Material type: TextSeries: Publisher: [London] : SAGE, 2016Description: 1 online resource : illustrations (black and white, and colour)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9789351507642 (ebook) :
Other title:
  • Attempted launches of Edmini in the UAE
Subject(s): DDC classification:
  • 338.04095357 23
Online resources: 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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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.

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.

Description based on online resource; title from home page (viewed on May 4, 2016).

Licensed e-book