Case Study: Should a Family Business Accept a Returning Daughter's Radical Proposal?

A case study is presented in which Koffi and Yao, the founders of Assoua Group in Côte d'Ivoire, are excited about Aminata's return and her enthusiasm for the family business. However, they are surprised by her proposal to take on the COO role and lead large-scale expansions into sugar farming and power generation, rather than starting with a less senior position. As they consider her plans, they are concerned about her limited experience, the significant financial risks, and the potential impact on their current COO. Experts suggest that while Aminata’s ideas have merit, she should first prove them on a smaller scale by leading a new-ventures division, allowing her to gradually align her ambitions with the company’s growth strategy.