Marigold Beads: Focused Innovation in A Zimbabwean Co-operative

Amy Fisher Moore

Informasi Umum

Kode

24.10.414

Klasifikasi

338.04 - Entrepreneurship

Jenis

Case Studies

Subjek

Management Science

No. Rak

Dilihat

215 kali

Informasi Lainnya

Abstraksi

This real-life case explores the main protagonist, Joni Brenner, an arts university professor at the University of Witwatersrand (Wits) in South Africa, and how over the past 10?years she worked with a group of co-operative beaders in Zimbabwe who developed hand loomed necklaces that were sold locally and internationally, placed in the African section of museum stores.The case provides an opportunity to explore the evolution of the Marigold product, the characteristics of an entrepreneur and how innovation can come from a very focused and constrained approach. Brenner’s involvement with the co-operative involved the supply of materials, design innovation and product sales. Innovation had come through focusing on the evolution of the core product, through different designs and colour combinations, learning through mistakes and through other artistic collaborations. The case concludes with Brenner questioning whether the innovation approach should be adapted to meet the needs of a potential new customer.