Case | HBS Case Collection | November 2007 (Revised December 2010)

Maiden in America

by Tom Nicholas


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; Marketing; Entrepreneurship; Gender; Change; Apparel and Accessories Industry;


Nicholas, Tom. "Maiden in America." Harvard Business School Case 808-095, November 2007. (Revised December 2010.)