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Product cover image for Avodah Global: Balancing Social and Financial Goals

Avodah Global: Balancing Social and Financial Goals

Colette Southam, Catharina Jecklin, Clare Burns, Mark Kassab

Product #:W43743
Supplier:Ivey/Bond
Discipline:Marketing, Sustainability
Setting:Australia, Cambodia, 2024
Details:Case (PDF) • 15 pages • 2025-09-15

Subjects:

Sales and marketingLeadership and managing peopleMarketingManagement

Industries:

Fabrication and manufacturing

Geography:

AustraliaCambodiaAustralia and OceaniaAsia
Your Price:$9.71

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Avodah Global (Avodah) was a social enterprise headquartered in Brisbane, Australia, with manufacturing operations in Cambodia. Co-founders Liz Henderson and Karine Emanouel had a vision to provide safe employment, vocational training, and long-term career opportunities for at-risk women and survivors of human trafficking. They positioned Avodah as a socially responsible alternative to traditional garment manufacturers. However, as Avodah scaled, financial pressures intensified resulting from its limited manufacturing capacity. In August 2024, Henderson realized they needed to redefine Avodah’s value proposition and determine which product lines would optimize its marketing mix. How could they improve operational efficiency to build a sustainable future for Avodah and the communities it supported?

Learning Objectives

This case is intended for use in introductory strategy, social entrepreneurship, sustainability, and marketing courses. It is appropriate for undergraduate and MBA students as well as executive development programs.

After working through the case and assignment questions, students will be able to do the following:
  • Gain insights into the challenges associated with balancing social impact and financial sustainability in a mission-driven business.
  • Assess a company’s internal strengths and weaknesses and external threats and opportunities.
  • Apply the business model canvas to determine the value proposition of a non-traditional business.
  • Determine the marketing mix and market segment to target.
  • Develop an understanding of modern slavery.
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Case Study: Avodah Global: Balancing Social and Financial Goals (English version) | Ivey Publishing