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Thumbnail image for product with reference number W67C26
A Tale of a Fashion e-Tailer: Scaling Dilemmas in Entrepreneruship
Case
-
Reference no. W67C26
Subject category: Entrepreneurship
Authors: Minji (Mia) Kim (Ross School of Business, University of Michigan); Julia Lee Cunningham (Ross School of Business, University of Michigan)
Published by: WDI Publishing, William Davidson Institute (EDI), University of Michigan
Originally published in: 2019
Version: 9 January 2020
Length: 16 pages
Data source: Published sources
Topics: Change management; Decision making; Employee training; Entrepreneurial management; Entrepreneurship; Organizational culture; Organizational development; Work environments; Workplace
Share a link: https://casecent.re/p/168072
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Abstract

This case provides a cautionary tale of the one-size-fits-all approach to organizational culture. Despite the success of Zappos.com and Southwest Airlines, not all companies culture achieves its intended outcomes for employers and employees. Through the eyes of fictional protagonist Roxie Steele, founder of StyleForYou.com and StreetFashion.com, students learn about issues that entrepreneurs face when they scale a business from startup to full-fledged enterprise. Although Steele launched a new fashion e-Commerce site in 2019, StreetFashion.com, the case is largely based on Steeles past experience as StyleForYous CEO from 2000 to 2015. Students gain insights into the entrepreneurial challenges StyleForYou.com faced within the competitive and fast-paced fashion industry. Students apply a framework (ie, leadership congruence model) to analyze the strengths and weaknesses of StyleForYous management practices, with a focus on organizational culture and structure. Students also develop solutions for Steele regarding how to establish StreetFashion.com as a sustainable enterprise in the future.
Locations:
California; New York; United States
Industries:
Apparel; Clothing stores; Retail & consumer goods; Retail trade
Thumbnail image for product with reference number W67T26
A Tale of a Fashion e-Tailer: Scaling Dilemmas in Entrepreneruship
Teaching note
-
Reference no. W67T26
Subject category: Entrepreneurship
Authors: Minji (Mia) Kim (Ross School of Business, University of Michigan); Julia Lee Cunningham (Ross School of Business, University of Michigan)
Published by: WDI Publishing, William Davidson Institute (EDI), University of Michigan
Originally published in: 2019
Version: 9 January 2020
Length: 8 pages
Data source: Published sources
View full details

About

Abstract

This case provides a cautionary tale of the one-size-fits-all approach to organizational culture. Despite the success of Zappos.com and Southwest Airlines, not all companies culture achieves its intended outcomes for employers and employees. Through the eyes of fictional protagonist Roxie Steele, founder of StyleForYou.com and StreetFashion.com, students learn about issues that entrepreneurs face when they scale a business from startup to full-fledged enterprise. Although Steele launched a new fashion e-Commerce site in 2019, StreetFashion.com, the case is largely based on Steeles past experience as StyleForYous CEO from 2000 to 2015. Students gain insights into the entrepreneurial challenges StyleForYou.com faced within the competitive and fast-paced fashion industry. Students apply a framework (ie, leadership congruence model) to analyze the strengths and weaknesses of StyleForYous management practices, with a focus on organizational culture and structure. Students also develop solutions for Steele regarding how to establish StreetFashion.com as a sustainable enterprise in the future.

Settings

Locations:
California; New York; United States
Industries:
Apparel; Clothing stores; Retail & consumer goods; Retail trade

Related

Thumbnail image for product with reference number W67T26
A Tale of a Fashion e-Tailer: Scaling Dilemmas in Entrepreneruship
Teaching note
-
Reference no. W67T26
Subject category: Entrepreneurship
Authors: Minji (Mia) Kim (Ross School of Business, University of Michigan); Julia Lee Cunningham (Ross School of Business, University of Michigan)
Published by: WDI Publishing, William Davidson Institute (EDI), University of Michigan
Originally published in: 2019
Version: 9 January 2020
Length: 8 pages
Data source: Published sources
View full details