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.

Learning Objectives

The case is structured to achieve the following Learning 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

Keywords

Entrepreneurship, Managing Growth, Leadership, Business model, Sourcing, Production process, Quality management, Distribution, Marketing, Sustainability, Socially and environmentally responsible behavior