Ivey Publishing
Candi&Co South Africa: An Entrepreneurial Woman’s Leadership in Revolutionizing the Ethnic Hair Industry
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Revised Date:
12 pages (10 pages of text)
Product Type:
Case (Field)
In late 2018, a female entrepreneur, the founder and chief executive officer of Candi&Co, South Africa’s first ethnic hair salon franchise faced a dilemma. After launching in 2014, Candi&Co had quickly expanded to five locations. The founder’s priority was to continue to grow the business; however, she had been approached about selling her business to South Africa’s Long4Life investment group, which was acquiring the Sorbet Group’s companies, including Candi&Co. The entrepreneur had set out to change the way consumers felt about their hair, to offer a service they did not believe they deserved, to professionalize an industry, to empower stylists, and to grow the industry in a sustainable manner. Would selling to Long4Life allow her vision to materialize faster than she could do it on her own? Or would she need to break away from the Sorbet Group and continue building her vision alone?
Learning Objective:
This case is intended for graduate students in an graduate-level program. It is also suitable for undergraduate courses in entrepreneurship, leadership, organizational behaviour, and diversity and gender studies. After working through the case and assignment questions, students will be able to
  • develop insights into a business’s industry to better understand why a business operates in the manner it does;
  • appreciate the importance of context and its influence on motivating individual entrepreneurial leadership behaviour;
  • understand how entrepreneurial leaders develop an organizational strategy;
  • discuss how leaders build and maintain an organizational culture to support employee engagement to provide excellent customer service; and
  • recommend a strategy after considering the evidence and with knowledge gained from the case and assignment questions.
Organizational Behaviour/Leadership,  Entrepreneurship,  International
Other Services
South Africa, Small, 2017
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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