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Building a Business Organically: Johannes Gutmann and Sonnentor
Abstract
The case is about Sonnentor, a multinational organic food production company exporting teas, spices, and related products to more than 40 countries around the globe. Since the late 1980s, Sonnentor had been selling organic quality products under the logo of the laughing sun from the fields of Waldviertel (“Forest Quarter”), a rural region in the North of Austria. The case examines in detail Johannes Gutmann’s entrepreneurial journey, and focuses on his strategic decision. The company was on a constant profitable growth for 25 years. The case also discusses Sonnentor’s strong emphasis on socially and environmentally responsible behavior and on building the business based on fair partnerships with employees, suppliers, and other partners... |
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Issues
The case is structured to achieve the following teaching objectives:
- Recognize the issues and challenges in starting a new venture and managing growth.
- Understand ways in which an entrepreneur can build a sustainable business.
- Study Sonnentor’s business model.
- Discuss Gutmann’s emphasis on socially and environmentally responsible behavior.
- Analyze the challenges faced by Sonnentor and explore ways in which the venture can be scaled up further.
| Contents |
| INTRODUCTION |
| EARLY EXPANSION YEARS |
| BUILDING SONNENTOR |
| EXPANDING THE MARKET AND BUSINESS |
| GUTMANN – THE SUN IN PERSON |
| THE ROAD AHEAD |
| EXHIBIT |
Keywords
Entrepreneurship, Managing Growth, Leadership, Business model, Sourcing, Production process, Quality management, Distribution, Marketing, Sustainability, Socially and environmentally responsible behavior
