Humble is a start-up company owned by Ms. Kamilah Karaan, an entrepreneur who resides in Stellenbosch, South Africa (near Cape Town). Through an exclusive business agreement with Olyberg (https://olyfberg.com), one of South Africa’s leading olive farms, Kamilah procures fresh harvested olives to develop innovative cosmetic products (soaps, facial creams, etc.) and ready-to-consume olive products (oils, spiced olives, etc.). Humble is an online marketing company that offers both cosmetic products and olives for consumption. Both products have been well received in the South African market, but Kamilah is searching for a strategic direction and marketing plans to chart the future growth of her online company. Should she focus on cosmetic products, olive products for consumption, or a combination of both? Are there attractive online markets beyond South Africa for Humble products? Are there opportunities to offer online business development expertise to other companies in South Africa? What specific marketing strategies are needed to further boost online sales? Should she consider possible joint ventures or mergers with other companies?
Required Team Skills
- Background in Applied Economics and Management, Marketing, Corporate Strategy, E-commerce & Business Platform Development, Product Development, and Communication.
- Strong Research, Data Analytical, Writing, and Communication Skills
- Strong time management abilities
- Team player – cultural humility and sensitivity, resilience, flexibility
Fieldwork Dates
January 7 – 12, 2023
Field Location: New Orleans, Louisiana
Faculty & Project Lead
- Ralph Christy | Professor, Applied Economics and Policy, Dyson School of Applied Economics and Management
- Iwan Azis | Professor, Applied Economics and Policy, Dyson School of Applied Economics & Management