Faculty / School
Faculty of Business Administration (FBA)
Department of Marketing
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Emerald Emerging Markets Case Studies
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.
HJRS - Y Category, Scopus
Baig, F. N., & Rashid, A. G. (2016). Baker Street. Emerald Emerging Markets Case Studies, 6 (1), 1-22. Retrieved from https://ir.iba.edu.pk/faculty-research-articles/25