Businesses in Rwanda : Sustainable entrepreneurship, marketing and management for sustainability

Cooperation between the Jönköping International Business School (JIBS) at Jönköping University and the College of Business and Economics (CBE) at the University of Rwanda started in 2014 as part of the UR-Sweden Programme of Research, Higher Education and Institutional Advancement. In 2016, a decision was taken to further improve the quality of teaching by developing new and contextualized teaching material. This task was undertaken in the frame of the cooperation by supporting CBE staff to write these cases studies under the guidance and mentorship of JIBS professors in general and Assistant Professor Jean-Charles E. Languilaire in particular. JIBS and CBE proudly present the first case studies in the frame of this cooperation. This book entitled ”Businesses in Rwanda: Sustainable Entrepreneurship, Marketing and Management for Sustainability” includes 8 cases about 5 different Rwandese businesses: BEMS Duhange Ltd., SOWATORM Ltd., NYINAWAJAMBO, INEMA Catering Services and the Gorillas Hotel Group. This book presents five entrepreneurial journeys as well as the managerial and marketing struggles along these journeys. Specifically, the cases describe how entrepreneurs found or created a gap in the market and then developed and managed their organizations to enter such markets and took a place in them by gaining market shares and as a result to contribute to economical, environmental and social sustainability. This book presents sustainable entrepreneurship, sustainable management and sustainable marketing as cornerstones to sustainability in the context of Rwanda. Across the cases, students will have the occasion to increase their capacity to reflect on entrepreneurship, marketing and management and the relationships between them. These cases will enable students to develop a multifaceted mind-set for sustainability, to increase their capacity to create and develop new businesses, and to prepare themselves for their future roles as employees, managers and leaders in a sustainable world