BrandScent: Crafting an Olfactory Identity and a Lifestyle Venture
商品編號：W46151
出版日期：2025/10/22
再版日期：
商品來源：
商品主題：Entrepreneurship; International Business
商品類型：Case (Field)
涵蓋議題：Lifestyle Entrepreneurs;;Branding;Internationalization
難易度：4 - Undergraduate/MBA
內容長度：7 頁
地域：Australia, Australia
產業：
事件年度：2023
In October 2023, BrandScent, a start-up based in Melbourne, Australia, was poised at a critical decision point. The company specialized in scent marketing — designing custom fragrances for client brands to enhance customer experience. The venture was founded by two former medical professionals who had pivoted to entrepreneurship out of a passion for fragrance and a desire for a more flexible lifestyle. By creating signature scents for hotels, retailers, and other businesses, BrandScent had successfully built a niche in experiential marketing while maintaining its founders' personal values. Now, new opportunities were on the horizon, including the potential for international expansion. The founders had to decide if it was riskier to expand or to stay small. If they were to expand, they had to choose strategically where and how to do so. These crucial decisions would shape the future of both BrandScent the founders' lifestyle.
教學手冊：BrandScent: Crafting an Olfactory Identity and a Lifestyle Venture - Teaching Note
補充材料：