Schaduf: adding a splash of greenery to grim cities

Author's Department

Management Department

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https://doi.org/10.1108/eemcs-04-2022-0102

All Authors

Ahmed Tolba, Arpi Khatcherian

Document Type

Research Article

Publication Title

Emerald Emerging Markets Case Studies

Publication Date

9-6-2002

doi

10.1108/eemcs-04-2022-0102

Abstract

The case tells the story of a recently established technology and agriculture startup, Schaduf, founded in Egypt. Their concept mixes tradition with technology to improve the quality of life for city dwellers. Research and development (R&D) plays a big role in this company’s success. Schaduf uses the concepts of soilless farming to grow rooftop crops for low-income households. The company also provides aesthetic solutions for businesses and homes to increase their green spaces. Driven by a desire to transform the monochrome city to a green paradise, two Egyptian entrepreneurs founded Schaduf, an urban micro-farming and eco-friendly venture. The founders of the startup, brothers Sherif and Tarek Hosny, are in the process of expanding their business. They are faced by the dilemma of staying true to their original business concept in developing markets or pursuing other lucrative ventures in more affluent economies. This case offers learners insight into the growth strategy of a social enterprise that relies heavily on R&D to stay ahead of the game. Learners should evaluate the different growth strategies available to the company.

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