Aarong: How Rural Hands Revolutionised Fashion
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Social enterprises are considered to have huge potential in alleviating social problems of the world, while also generating revenues for the firms. But the success rate of these social ventures is still low and most of them strive for sustainability. This study offers an in-depth analysis of a social enterprise, Aarong, a retailer in Bangladesh, which revolutionized fashion in the country by empowering local artisans and rural craftsmen through a sustainable social business model. Starting its journey with a single store created in an attempt to support rural women, the brand has now become the largest retailer of the country. Analyzing Aarong’s journey over the decades, this case study highlights its production process, explores the expansion strategies and also digs deep into the success factors in maintaining a sustainable growth in business while offering a decent life for the rural communities by alleviating their poverty. It also shows the current challenges faced by Aarong and offers a few recommendations to overcome the limitations imposed by those challenges. Finally, drawing on this case of a successful social enterprise, the implications for the academics and the practitioners are discussed. Overall, the case study is a vivid example of how a social project can be transformed into a sustainable social business and can be replicated by other enterprises for a better world.
Abstract
Social enterprises are considered to have huge potential in alleviating social problems of the world, while also generating revenues for the firms. But the success rate of these social ventures is still low and most of them strive for sustainability. This study offers an in-depth analysis of a social enterprise, Aarong, a retailer in Bangladesh, which revolutionized fashion in the country by empowering local artisans and rural craftsmen through a sustainable social business model. Starting its journey with a single store created in an attempt to support rural women, the brand has now become the largest retailer of the country. Analyzing Aarong’s journey over the decades, this case study highlights its production process, explores the expansion strategies and also digs deep into the success factors in maintaining a sustainable growth in business while offering a decent life for the rural communities by alleviating their poverty. It also shows the current challenges faced by Aarong and offers a few recommendations to overcome the limitations imposed by those challenges. Finally, drawing on this case of a successful social enterprise, the implications for the academics and the practitioners are discussed. Overall, the case study is a vivid example of how a social project can be transformed into a sustainable social business and can be replicated by other enterprises for a better world.
참고문헌 (20)
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