The Effect of Education and Research on a Customized Gift Packaging Entrepreneurship Venture: The Case of Nissie Packaging and Supply Business

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DOI: https://doi.org/10.5281/zenodo.21320421

Abena Engmann¹, Mammie Hutchful Nortey², and Collins Ngwakwe³ (Students and Community Affairs Department, Academic City University, Accra, Ghana, West Africa¹, Office of Research Innovation and Development, University of Ghana, Accra, Ghana, West Africa², and Teraflop Graduate School of Leadership, Faculty of Management & Law, University of Limpopo, South Africa³)

The objective of this research was to determine the effect of education, research, networking and mentorship on the success of a startup that started as a response to the unmet need for personalized gifts. Resource-based theory and social capital theory were used as the theoretical basis to explore how resources beyond financial, play a vital role in startup business success. The paper applied a qualitative descriptive case study approach. The Nissie case selection was predicated on using it to show the uniqueness of a tertiary education-influence start-up venture. The case data was analyzed using descriptive narration. Findings on Nissie’s start-up success factors include university education, mentorship and network building. The setting up of Nissie was not without challenges. These included market competition and supply chain difficulties, which were improved by mentorship, networking and continuous research. The paper provides insights into practical start-up venture implications such as finding a delicate balance between expansion, quality maintenance, and team cohesion. Future research could explore how entrepreneurs maintain organizational culture, quality standards, and innovation during the scaling process and in the long term. Research questions could include how hiring affects brand consistency and whether growth leads to sustained competitive advantage or operational strain.