Innovative entrepreneurship “En pointe”

What is it about?

Passant Esmail’s journey illustrates how strategic innovation can turn adversity into opportunity. As the founder of Slimnastics School of Ballet in Cairo, Egypt, she built a differentiated business model focused on inclusivity and accessibility in a traditionally exclusive industry. This case examines her entrepreneurial mindset and innovative strategies for navigating market challenges, including shifting industry trends, rising competition, and the COVID-19 pandemic. It offers valuable insights for students studying entrepreneurship, business strategy, and innovation, with a focus on sustaining competitive advantage in dynamic environments.

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