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Attadamoun Co-operative (Morocco): Women’s Emancipation and an Existential Dilemma
內容大綱
Following the Arab Spring of 2011, the centuries-old co-operative movement helped the emancipation and financial independence of women in Morocco. One such woman was Samira Smahri, the founder and president of a co-operative called Attadamoun, which nationally and internationally marketed a unique product native to Morocco now used around the world: argan oil and its derivative products. The co-op, founded in 2014 and located in Sidi Bibi, a small village in Morocco, had experienced steady growth and given women a sense of hope and new-found freedom. However, this was all put on hold with the onset of the COVID-19 pandemic. Accordingly, Smahri had to decide whether to persevere under extremely unfavourable conditions or to shut down the co-op that meant so much to her and the co-op’s emancipated women employees.
學習目標
This case is suitable for undergraduate- and graduate-level courses on global strategy and entrepreneurship. The case can also be used to address challenges and opportunities in human resources management, women-owned business management, and leadership. After working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Identify and understand the opportunities and challenges associated with a women-led co-op in an emerging market.</li><li>Assess the development of the co-op using the lean start-up framework.</li><li>Evaluate the pros and cons of making strategic decisions with limited data while also considering other implications, such as women’s empowerment as well as purpose- and value-driven leadership.</li><li>Understand growth strategies and their implications in a global business context replete with unprecedented changes and uncertainty, including a global pandemic and associated disruptions.</li></ul>