This case examined Guanabana Handmade (owned by SUGAR CANE Sociedad Limitada) (Guanabana), a Spanish company specializing in handmade-fashion and home-decoration accessories manufactured in Colombia. Guanabana had built a strong reputation by overcoming operational challenges typical in the handicraft sector. Now, the company faced a strategic decision: should it expand its wholesaling model to incorporate new products and markets or should it transition .....more