Baker Street

Author Affiliation

Farah Naz Baig is Assistant Professor, Department of Marketing at Institute of Business Administration (IBA), Karachi

Amber Gul Rashid is Assistant Professor and Director Quality Enhancement Cell (QEC) at Institute of Business Administration (IBA), Karachi

Faculty / School

Faculty of Business Administration (FBA)


Department of Marketing

Was this content written or created while at IBA?


Document Type


Source Publication

Emerald Emerging Markets Case Studies




Accounting | Business | Business Administration, Management, and Operations | Econometrics | Economics | Education | Finance | Social and Behavioral Sciences


The case is positioned at the beginning of the course. Uzma, 25 years, enrolled in the MBA program of a prestigious university of Pakistan and owner of Baker Street, was accustomed to a hectic routine; preparing the orders, sometimes even dropping them at customers doorsteps, university classes, assignments and reports. The only thing which she felt missing from her busy life was good sleep and a great time with her family. Brand Baker Street was developed to provide baking solution to upper echelons for special occasions. The big, moist, chewy, gourmet cookies; rich and gooey brownies; the most decadent, indulgent cookie cakes/brownie cakes; and a lot more other things were developed to create unforgettable moments. Her aim after graduation was to convert her dream of opening a café into a reality. Uzma wondered whether the time was right and most importantly was she ready. The case aims to teach the following concepts: female entrepreneurship, its potential and barriers; entrepreneurial marketing; and identify and analyze different variables involved in setting up a small baking business.

Indexing Information

HJRS - Y Category, Scopus

Publication Status


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