| HBS Case Collection
(Revised from original 2007 version)
Maiden in America
Uses Ida Rosenthal's entrepreneurship in brassieres to explore how economic, social, and demographic changes reshaped gender and business enterprises in early- to mid-20th century America. It shows the importance of timing and geography to Rosenthal's new firm in New York City, as well as the significance of her own entrepreneurial agency. Explores the challenges Rosenthal faced in defining products, consumers, and the company's image in an environment where gender divisions still remained the norm.
Keywords: Geographic Location;
Apparel and Accessories Industry;
Nicholas, Tom. "Maiden in America." Harvard Business School Case 808-095, December 2010. (Revised from original November 2007 version.)