One agricultural family's story

Author Affiliation

Amber Gul Rashid is Assistant Professor 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


This case is about Azad Ahmed who will soon graduate from his business school. He has the option of either landing in a high-paying job or joining his family business. Azad has the task of thinking for his family's future and turning the family business around. The case gives information on the condition of the agriculture sector in Pakistan, issues that the sector is facing, its non-traditional alternatives and the bright future it holds for the farmers who want to enter into agribusiness to capture international markets. The case also talks about how ownership structure of a family farm changes as the family expands further and baton is passed on to the future generations. Expected learning outcomes: The case should get the students to define the term “family business” and weigh the perks and risks of working in a family business; recognize the importance of agriculture and farming in the Pakistani context; evaluate the dynamics of family expectations with respect to collectivistic society; identify the ownership transition stages and transition elements such as trigger points; define the term “agriprenuers”; and set up a business plan for agribusiness. Supplementary materials: Teaching Notes are available for educators only.

Indexing Information

HJRS - Y Category, Scopus

Publication Status


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