Teaching note: Expansion dilemma in female entrepreneurship: a case of Emy’s Fondant Cakes Available to Purchase

Emy’s Fondant Cakes is a home-based cake business owned by Rabia Tanveer in Sukkur, Pakistan, operating in the baked goods industry from 2013 to 2019. The business specializes in customized fondant cakes, catering to a niche market of working professionals, households and students. The protagonist, Rabia Tanveer, faces a dilemma in 2019: whether to expand her business, taking advantage of the growing demand, or to maintain the personalized and high-quality model that has defined her success. The dilemma centers around balancing growth with maintaining the core values of customization, quality and personal touch. The case is designed to teach entrepreneurship,...