Aruna Chandra, Indiana State University, USA Ghizlane Kasmi, ISCAE, Morocco Géraldine Michel, IAE Paris, Paris 1 Panthéon-Sorbonne University, France Terry Daugherty, Indiana State University, USA
Poulehouse Paris: An Ethical Egg Venture in France
Poulehouse’s The Egg that Does not Kill the Hen was founded in 2017 in Paris, France to disrupt the egg industry by producing a socially conscious, cruelty-free, healthier, premium priced alternative product. The case outlined the skillful use of storytelling to build a fair-trade brand using a completely transparent mode of production while balancing the 3Ps of profit, people/animals and planet. The target market for the product was the conscious consumer, a growing segment in France that made values-based purchases. The case addressed regulatory, industry, and competitor dynamics that impacted the new venture and its ability to build durable competitive advantage. Students learn about the dynamics of the egg industry, the importance of branding and consumer labelling laws in France. In addition, they will examine the new venture’s growth trajectory and its positioning strategy in an evolving and increasingly competitive space with few barriers to imitation.