rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Elia
    sub title: carving out a position in the fashion industry
  name:
    name part: El Enany, Nellie
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Gemei, Hannah
    role:
      role term: author.
  name:
    name part: Soror, Noor
    role:
      role term: author.
  type of resource: text
  genre: bibliography
  genre: Electronic books.
  genre: Case studies
  origin info:
    place:
      place term: enk
    date issued: 2022
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource : illustrations.
  abstract: In late 2014, three and a half years after graduating from university during a particularly turbulent political and economic period in Egypt (the "Arab Spring" of 2011), Amira Motwae decided to change career paths. This case study revolves around Amira's journey in deciding to create her own startup and fashion brand, Elia, and the dilemmas she faced in doing so.After working for a year in the corporate world and then some time for an e-commerce startup, Amira realized she did not have a passion for either of these endeavors. And Amira believed in following her passion. Indeed, it was challenging at first to leave a stable job with a steady income, particularly in the midst of a potentially unstable regional economic environment. But inspired by her experience in Jumia - at that time an emerging e-commerce startup - as well as by her father's advice to help "revive the Egyptian culture through fashion," Amira decided to follow her dream and create her own startup within the fashion industry. This decision would lead to the birth of her brand, Elia, in 2015.But first, Amira had some decisions to make. Specifically, she needed to identify which niche within the fashion industry to pursue. Her market analysis of the shoe industry, as well as lessons learned in sourcing and manufacturing her product, ultimately led her to focus there, despite having almost no previous background knowledge in this particular sector. She also found herself navigating obstacles due to her gender in the heavily male-centered manufacturing world of Egypt. As she gathered the resources, skills, and knowledge needed to begin her business, Amira - like any good entrepreneur - needed to decide: When was the right time to follow her dream?
  target audience: specialized
  note: Nellie El Enany, Noor Soror, Hannah Gemei.
  note: Originally Published InEl Enany, N., Soror, N. & Gemei, H. (2022). Elia: Carving Out a Position in the Fashion Industry. Cairo, Egypt: The American University in Cairo, School of Business.
  note: Includes bibliographical references and index.
  subject:
    geographic code: f-ua---
  subject:
    topic: New business enterprises
    geographic: Egypt
    genre: Case studies
  subject:
    topic: Clothing trade
    geographic: Egypt
    genre: Case studies
  subject:
    topic: Electronic commerce
    geographic: Egypt
    genre: Case studies
  subject:
    topic: Nouvelles entreprises
    geographic: Égypte
    genre: Études de cas
  subject:
    topic: Commerce électronique
    geographic: Égypte
    genre: Études de cas
  subject:
    topic: Clothing trade
  subject:
    topic: Electronic commerce
  subject:
    topic: New business enterprises
  subject:
    geographic: Egypt
  classification: HD62.5 .E44 2022
  classification: 658.11
  related item:
    title info:
      title: SAGE Business cases
  identifier: 9781529605488
  identifier: 1529605482
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: SGPBL
    record creation date: 220412
    record change date: 20240923172031.4
    record identifier: in00005500172
    language of cataloging:
      language term: eng