在设计行业占据一席之地——DesignTheme Innovantics案例

Q3 Agricultural and Biological Sciences

Cereal Foods World Pub Date : 2021-03-04 DOI:10.1108/CFW.2020.000007

S. Arjunan, Prathima Bhat, G. R. Kumar

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Roopa hired artists to be appointed as designers, which gave them a unique selling preposition. They progressed slowly from a team of 2 to 20, with a revenue of INR 0.3M per annum to INR 12M per annum. As the company grew, Roopa wanted Yoganand’s support in handling the responsibilities, and hence, converted DTI into a limited liability partnership in 2013 and the couple were directors. As the client base improved, the need for shifting to a bigger space became more evident. A calculative risk-taker, Roopa, was forced to move DTI to a bigger office space end 2017, with a rent of INR60,000 per month. Meanwhile, they became a team of 20, with revenue of INR12m. The shift from no rent to a rented space made DTI slip to break-even. However, after two years, they moved into a smaller space and it coincided with the COVID-19 outbreak. Although the backlog orders were processed during the first quarter of 2020–2021, the business for the next quarter was affected. Social distancing norms created a shift in the way of doing business, which was a boon for a designing company like DTI. Now, the task before this self-made woman entrepreneur was to formulate strategies to scale up the business.\n\n\nExpected learning outcomes\nAfter analysing the case, the students will be able to: i. Value the contribution of women entrepreneurs towards the economy. ii. Examine the motivational factors and challenges of women entrepreneurs. iii. Understand the importance of networking. iv. Appraise the socio-cultural factors in a patriarchal society and their impact on the work-life balance of a woman entrepreneur. v. Appreciate the interactive leadership style of women entrepreneurs. vi. Formulate strategies to scale up the business.\n\n\nSupplementary materials\n• Agarwal, S., & Lenka, U. (2015). Study on work-life balance of women entrepreneurs – review and research agenda. Industrial and Commercial Training, 47(7), 356–362. doi:10.1108/ict-01–2015-0006 • Amit, R., & Muller, E. (1995). “Push” And “Pull” Entrepreneurship. Journal of Small Business & Entrepreneurship, 12(4), 64–80. doi:10.1080/08276331.1995.10600505 • Buttner, E. H. (2001). Examining Female Entrepreneurs' Management Style: An Application of a Relational Frame. Journal of Business Ethics, 29(3), 253–269. doi:10.1023/a:1026460615436 • Carter, S.C. (1997). E. Holly Buttner and Dorothy P. Moore (1997), ‘Women’s Organisational Exodus to Entrepreneurship: Self-reported Motivations and Correlates with Success', Journal of Small Business Management, January, pp34-47. • Cohoon, J. McGrath and Wadhwa, Vivek and Mitchell, Lesa, Are Successful Women Entrepreneurs Different from Men? (May 11, 2010). Available at SSRN: https://ssrn.com/abstract = 1604653 or http://dx.doi.org/10.2139/ssrn.1604653 •Fletcher, J. (1998), Relational Practice: A Feminist Reconstruction of Work, Journal of Management Inquiry, 7(2), 163-186. • Kirkwood, J. (2009). Motivational factors in a push‐pull theory of entrepreneurship. Gender in Management: An International Journal, 24(5), 346–364. doi:10.1108/17542410910968805. • Malyadri, G., Dr. (2012). Role of women Entrepreneurs in the Economic Development of India. Paripex – Indian Journal of Research, 3(3), 104–105. doi: 10.15373/22501991/mar2014/36. Pal, N. (2016). Women Entrepreneurship in India: Important for Economic Growth. International Journal of Pure and Applied Researches, 4(1), 55–64. Pugazhendhi, D. P. (2019). Problems, Challenges and Development of Women Entrepreneurs. Emperor Journal of Economics and Social Science Research, 1(4), 48–53. doi:10.35338/ejessr.2019.1407. Shastri, S., Shastri, S., & Pareek, A. (2019). Motivations and challenges of women entrepreneurs. International Journal of Sociology and Social Policy, 39(5/6), 338–355. doi:10.1108/ijssp-09–2018-0146. Tende, S.B. (2016). The Impact of Women Entrepreneurs towards National Development: Selected Study on Taraba State. Information and Knowledge Management, 6, 30–43. Xheneti, M., Karki, S. T., & Madden, A. (2018). Negotiating business and family demands within a patriarchal society – the case of women entrepreneurs in the Nepalese context. Entrepreneurship & Regional Development, 31(3–4), 259–278. doi:10.1080/08985626.2018.1551792\n\n\nSubject code\nCSS 3: Entrepreneurship.\n","PeriodicalId":50707,"journal":{"name":"Cereal Foods World","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2021-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Etching a place in the design industry – case of DesignTheme Innoventics\",\"authors\":\"S. Arjunan, Prathima Bhat, G. R. 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引用次数: 0

摘要

学习水平/适用性本案例适用于工商管理学士(BBA)和工商管理硕士/管理研究生文凭(MBA/PGDM)学生的创业核心课程。这将有助于她们了解女企业家的动机和挑战、管理挑战的战略、互动式领导风格以及她们对国家经济增长的贡献。areaEntrepreneurship主题。2007年11月，wroopa Rani与丈夫Yoganand共同创立了数字设计公司DesignTheme innovtics (DTI)。Yoganand的创造力和Roopa的决心使他们自力更生，缓慢而稳定地扩大规模。作为这个行业的新手，最初的日子面临着许多挑战。Roopa聘请艺术家担任设计师，这给了他们一个独特的销售介词。他们从一个2人的团队慢慢发展到20人，每年的收入从30万卢比到1200万卢比。随着公司的发展，Roopa希望Yoganand在处理责任方面提供支持，因此在2013年将DTI转变为有限责任合伙企业，这对夫妇担任董事。随着客户基础的改善，转移到更大空间的需求变得更加明显。2017年底，一位精明的冒险家Roopa被迫将DTI搬到一个更大的办公空间，租金为每月6万卢比。与此同时，他们变成了一个20人的团队，收入为1200万卢比。从没有租金到租用空间的转变使DTI达到了收支平衡。然而，两年后，他们搬进了一个更小的空间，恰逢COVID-19爆发。虽然积压订单在2020-2021年第一季度处理，但下一季度的业务受到了影响。社交距离规范改变了做生意的方式，这对DTI这样的设计公司来说是件好事。现在，摆在这位白手起家的女企业家面前的任务是制定扩大业务规模的战略。预期的学习成果在分析案例后，学生将能够:1 .重视女性企业家对经济的贡献。2考察女企业家的激励因素和挑战。3了解人际关系的重要性。评价男权社会中的社会文化因素及其对女企业家工作与生活平衡的影响。五、欣赏女性企业家互动式领导风格。制定扩大业务规模的策略。•Agarwal, S， & Lenka, U.(2015)。女性企业家工作与生活平衡研究——综述与研究议程。工商训练，47(7)，356-362。Amit, R.， & Muller, E.(1995)。“推式”和“拉式”创业。中小企业与创业，12(4)，64-80。•Buttner, E. H.(2001)。考察女性企业家的管理风格:一个关系框架的应用。商业伦理学报，29(3)，253-269。doi:10.1023/a:1026460615436•Carter, S.C.(1997)。E. Holly Buttner和Dorothy P. Moore(1997)，“女性组织出走创业:自我报告的动机及其与成功的相关性”，《小企业管理杂志》，1月，第34-47页。•Cohoon, J. McGrath和Wadhwa, Vivek和Mitchell, Lesa，成功的女性企业家与男性不同吗?(2010年5月11日)。•弗莱彻，J.(1998)，关系实践:工作中的女性主义重构，管理研究，7(2)，163-186。•Kirkwood, J.(2009)。创业推拉理论中的激励因素。管理中的性别:国际研究，24(5)，346-364。doi: 10.1108 / 17542410910968805。•Malyadri, G.，博士(2012)。女企业家在印度经济发展中的作用。研究进展，30(3)，391 - 391。doi: 10.15373 / 22501991 / mar2014/36。Pal, N.(2016)。印度女性创业:对经济增长至关重要。应用化学学报，29(1)，344 - 344。Pugazhendhi, d.p.(2019)。女企业家的问题、挑战与发展。经济社会研究，1(4)，48-53。doi: 10.35338 / ejessr.2019.1407。Shastri, S, Shastri, S， & Pareek, A.(2019)。女企业家的动机和挑战。社会学与社会政策，39(5/6)，338-355。doi: 10.1108 / ijssp - 09 - 2018 - 0146。Tende, S.B.(2016)。女企业家对国家发展的影响:对塔拉巴州的选择研究。信息与知识管理，6,30-43。Xheneti, M.， Karki, S. T.， & Madden, A.(2018)。在父权社会中谈判商业和家庭需求——尼泊尔女企业家的案例。创业与区域发展，31(3-4)，259-278。doi: 10。 1080/08985626.2018.1551792学科codeCSS 3:创业

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Etching a place in the design industry – case of DesignTheme Innoventics

Study level/applicability This case can be used in the core course on entrepreneurship for Bachelor of Business Administration (BBA) and Master of Business Administration/Post Graduate Diploma in Management (MBA/PGDM) students. It will help them to understand the motivations and challenges of women entrepreneurs, strategies to manage challenges, interactive style of leadership and their contribution to the economic growth of the country. Subject area Entrepreneurship. Case overview Roopa Rani, co-founded a digital design company, DesignTheme Innoventics (DTI), with her husband Yoganand, in November 2007, on the first floor of their residence. Yoganand’s creativity and Roopa’s determination made them bootstrap, scale slow and steady. As a novice to the industry, the initial days posed many challenges. Roopa hired artists to be appointed as designers, which gave them a unique selling preposition. They progressed slowly from a team of 2 to 20, with a revenue of INR 0.3M per annum to INR 12M per annum. As the company grew, Roopa wanted Yoganand’s support in handling the responsibilities, and hence, converted DTI into a limited liability partnership in 2013 and the couple were directors. As the client base improved, the need for shifting to a bigger space became more evident. A calculative risk-taker, Roopa, was forced to move DTI to a bigger office space end 2017, with a rent of INR60,000 per month. Meanwhile, they became a team of 20, with revenue of INR12m. The shift from no rent to a rented space made DTI slip to break-even. However, after two years, they moved into a smaller space and it coincided with the COVID-19 outbreak. Although the backlog orders were processed during the first quarter of 2020–2021, the business for the next quarter was affected. Social distancing norms created a shift in the way of doing business, which was a boon for a designing company like DTI. Now, the task before this self-made woman entrepreneur was to formulate strategies to scale up the business. Expected learning outcomes After analysing the case, the students will be able to: i. Value the contribution of women entrepreneurs towards the economy. ii. Examine the motivational factors and challenges of women entrepreneurs. iii. Understand the importance of networking. iv. Appraise the socio-cultural factors in a patriarchal society and their impact on the work-life balance of a woman entrepreneur. v. Appreciate the interactive leadership style of women entrepreneurs. vi. Formulate strategies to scale up the business. Supplementary materials • Agarwal, S., & Lenka, U. (2015). Study on work-life balance of women entrepreneurs – review and research agenda. Industrial and Commercial Training, 47(7), 356–362. doi:10.1108/ict-01–2015-0006 • Amit, R., & Muller, E. (1995). “Push” And “Pull” Entrepreneurship. Journal of Small Business & Entrepreneurship, 12(4), 64–80. doi:10.1080/08276331.1995.10600505 • Buttner, E. H. (2001). Examining Female Entrepreneurs' Management Style: An Application of a Relational Frame. Journal of Business Ethics, 29(3), 253–269. doi:10.1023/a:1026460615436 • Carter, S.C. (1997). E. Holly Buttner and Dorothy P. Moore (1997), ‘Women’s Organisational Exodus to Entrepreneurship: Self-reported Motivations and Correlates with Success', Journal of Small Business Management, January, pp34-47. • Cohoon, J. McGrath and Wadhwa, Vivek and Mitchell, Lesa, Are Successful Women Entrepreneurs Different from Men? (May 11, 2010). Available at SSRN: https://ssrn.com/abstract = 1604653 or http://dx.doi.org/10.2139/ssrn.1604653 •Fletcher, J. (1998), Relational Practice: A Feminist Reconstruction of Work, Journal of Management Inquiry, 7(2), 163-186. • Kirkwood, J. (2009). Motivational factors in a push‐pull theory of entrepreneurship. Gender in Management: An International Journal, 24(5), 346–364. doi:10.1108/17542410910968805. • Malyadri, G., Dr. (2012). Role of women Entrepreneurs in the Economic Development of India. Paripex – Indian Journal of Research, 3(3), 104–105. doi: 10.15373/22501991/mar2014/36. Pal, N. (2016). Women Entrepreneurship in India: Important for Economic Growth. International Journal of Pure and Applied Researches, 4(1), 55–64. Pugazhendhi, D. P. (2019). Problems, Challenges and Development of Women Entrepreneurs. Emperor Journal of Economics and Social Science Research, 1(4), 48–53. doi:10.35338/ejessr.2019.1407. Shastri, S., Shastri, S., & Pareek, A. (2019). Motivations and challenges of women entrepreneurs. International Journal of Sociology and Social Policy, 39(5/6), 338–355. doi:10.1108/ijssp-09–2018-0146. Tende, S.B. (2016). The Impact of Women Entrepreneurs towards National Development: Selected Study on Taraba State. Information and Knowledge Management, 6, 30–43. Xheneti, M., Karki, S. T., & Madden, A. (2018). Negotiating business and family demands within a patriarchal society – the case of women entrepreneurs in the Nepalese context. Entrepreneurship & Regional Development, 31(3–4), 259–278. doi:10.1080/08985626.2018.1551792 Subject code CSS 3: Entrepreneurship.

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来源期刊

Cereal Foods World 工程技术-食品科技

CiteScore

1.40

自引率

0.00%

发文量

审稿时长

>36 weeks

期刊介绍： Food industry professionals rely on Cereal Foods World (CFW) to bring them the most current industry and product information. Contributors are real-world industry professionals with hands-on experience. CFW covers grain-based food science, technology, and new product development. It includes high-quality feature articles and scientific research papers that focus on advances in grain-based food science and the application of these advances to product development and food production practices.