Title Up-Fuse transforming plastic waste into innovative products : the case study of a sustainable Egyptian start-up / Shrouk Mahmoud Abdelnaeim (Marketing, German University in Cairo, Cairo, Egypt), Noha M. El-Bassiouny (Marketing, German University in Cairo, Cairo, Egypt), Pallab Paul (Daniels College of Business, Denver, Colorado, USA)

Published Bingley, U.K. : Emerald Publishing Limited, 2021 ©2021

Online access available from: Emerald Emerging Markets    View Resource Record

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Description 1 online resource (2 pages) : 13 illustrations Series Emerald emerging markets case studies, 2045-0621 ; volume 11, issue 1 Notes Understand the implementation phase of sustainable start-ups. Identifying the 4 Ps of sustainable start-ups. Understand the different types of challenges faced by Up-Fuse regarding their target customers and their value proposition. Highlighting the important strategic decisions that sustainable start-ups have to consider in their business cycle. Analyzing the differences between the market conditions globally and in the Middle East and North Africa (MENA) region Sustainable entrepreneurship is the type of entrepreneurship that is market-oriented and creative while at the same time putting the environment, society and economy into consideration. Sustainable entrepreneurs offer value through their goods and services that are beneficial or at least do not harm the environment or the society. The case provides background information and facts about doing business in the MENA region and Egypt specifically. Afterward, the case study emphasizes the challenges that are faced by sustainable entrepreneurs in Egypt through analyzing the case of a sustainable Egyptian start-up. The case study is on Up-Fuse, one of the sustainable start-ups in Egypt that produce backpacks, shoulder and waist bags, laptop sleeves, cases and pouches. This case study aims at describing the different challenges and strategic decisions that sustainable start-ups go through in Egypt This case targets undergraduate management students, marketing students, master of business administration students, entrepreneurship students and entrepreneurs. This case can be taught in courses with marketing, entrepreneurship and sustainability focus Teaching notes are available for educators only Includes index Bibliography Includes bibliographical references Notes Print version record Subject Entrepreneurship -- Egypt -- Case studies Sustainability -- Egypt -- Case studies Business & Economics -- Entrepreneurship. Entrepreneurship. Form Electronic book Author El-Bassiouny, Noha M., author Paul, Pallab, author

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