Maidenform Bras
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.
Collection: HBSP (USA)
Ref: HBS-808095-E
Format: PDF
Number of pages: 18
Publication Date: Nov 15, 2007
Language: English
Review date: Mar 26, 2018
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Description
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.
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Year: 1920
Geographic Setting: United States
Industry Setting: Apparel; Apparel accessories
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