Bullough, AmandaDunham, Aynsley2024-01-042024-01-042023Bullough, Amanda, and Aynsley Dunham. "Swimming Upstream: The Resilience and Strength of Entrepreneur, Ayesha Hamza." Case Study. Women’s Leadership Initiative, Lerner College of Business & Economics, University of Delaware, 2023.https://udspace.udel.edu/handle/19716/33766Geographical setting Region: Asia Country: Pakistan Location: Lahore Featured companies A H Couture Wear Employees: 2-10 Type: Self-owned Industry: Fashion Beena’s Designer’s Lounge Employees: 2-10 Type: Self-owned Industry: Fashion Featured protagonists: Ayesha Hamza (female), Fashion Designer The version of record is available at: https://www.thecasecentre.org/products/view?id=191972 For Instructors, Teaching Notes are provided for every case. Please visit The Case Centre website at http://www.thecasecentre.org/caseCollection/WomensLeadershipInitiative to verify your instructor role and obtain access to teaching materials.Ayesha Hamza is a Pakistani woman who owns and runs two fashion businesses despite Pakistan's cultural expectation that women are homemakers. This case explores how Ayesha harnessed her own power to create her businesses, despite the backlash she faced from family and strangers for violating social norms. The case evaluates how Ayesha found the personal strength to succeed in the face of cultural adversity.enleaderwomen's leadershipentrepreneurshipfemale entrepreneurwomanculturecareerself-efficacyresilienceadverse environmentquality educationgender equalitydecent work and economic growthreduced inequalitiesCase study