iTruf.com, community, content and commerce, aimed at Generation Y, saw its shares fall, before it merged with the former parent directory and a clothing store, Delia * s. Despite the merger, critical questions remain to iTurf that it was in business, what business it should be, and what features will allow the company to compete and be successful. The merger raised another question: how iTurf strategy and positioning would be different now that he was no longer a purely web-based businesses. "Hide
by Paul W. Farris, Phillip E. Pfeifer, Richard Johnson Source: Darden School of Business 13 pages. Publication Date: March 14, 2001. Prod. #: UV2911-PDF-ENG
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