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EL-De Confectionery, is an ultra-niche oriented enterprise is famous for the best Loukoumi (a traditional sweet offered at Cypriot weddings) and additional confectionery products. EL-DE has been established in 1991 as a solo-venture but today the family is working hard to expand their business model. The daughter has taken over the marketing operations and there is growing pressure to pursue product and market development as the family has been growing faster than the business. It is imperative to safeguard the recipes of the products, often eyed by rivals, and to develop new revenue streams by building on their highly respected brand.

Keywords: sustainability, family ties, niche orientated enterprise

This case was prepared by Prof. Panikkos Poutziouris and Dr Kostas Melas from the UCLan Cyprus as a partial output of the Artisan Project.

No part of this publication can be reproduced, stored in a retrieval system, used in spreadsheetor transmitted in any form or by any means without permission of either the author.

The detailed case study is available on IO6-CASEBOOK.

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