Beautification of Death: A Case Study of Green Oasis Coffins (Made) in Bangladesh

Abstract

Situation faced: This case presents the story of Oasis Coffins, a manufacturer of beautiful hand-crafted coffins and ash urns. This venture began its operations in Bangladesh, paradoxically a Muslim majority country where the demand for coffin is limited. Action taken: The founder of Oasis Coffins, David How, who is a Chartered Environmentalist, took advantage of the location and sustainably sourced natural products that are abundantly available in Bangladesh. Using these products, Oasis Coffins dedicatedly develops coffins and exploits the recent trend of “green” death in the global funeral industry. Results achieved: While both born global firms and sustainability have received significant academic attention in recent years, most studies are based on firms of developed economies. Addressing the research gap, the authors have selected Oasis Coffins, a small venture that successfully integrated the economic, social, and environmental sustainability dimensions while operating from a developing nation. The paper discusses how Oasis Coffins operates as a sustainable business in Bangladesh and has been successfully exporting funeral products in international markets such as the UK, Holland, and Germany. The authors provide an account of the financial challenges, the supply chain, and promotional strategies of Oasis Coffins. Lessons learned: While this study is a significant contribution to the SME, sustainability, and born global literature, it broaches discussion on the founder’s capabilities surrounding opportunity recognition, exploitation, and establishment of a born global firm in a developing nation.