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  • November 2007 (Revised March 2018)
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Maidenform Bras

By: Tom Nicholas
  • Format:Print
  • | Language:English
  • | Pages:18
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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

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

Citation

Nicholas, Tom. "Maidenform Bras." Harvard Business School Case 808-095, November 2007. (Revised March 2018.)
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About The Author

Tom Nicholas

Entrepreneurial Management
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Related Work

    • November 2007 (Revised March 2018)
    • Faculty Research

    Maidenform Bras

    By: Tom Nicholas
Related Work
  • Maidenform Bras By: Tom Nicholas
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