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?
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