Abstract
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 and are moving steadily towards executing their plans to establish their startup in the local market. (Case A ‘In Search of Luxurious Slippers: The Birth of Edmini, an Entrepreneurial Venture in the UAE’ was printed in AJMC 10:1.)
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