Publications
Publications
- November 2007 (Revised March 2018)
- HBS Case Collection
Maidenform Bras
By: Tom Nicholas
Abstract
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
Citation
Nicholas, Tom. "Maidenform Bras." Harvard Business School Case 808-095, November 2007. (Revised March 2018.)