Uses Ida Rosenthal's entrepreneurship in brassieres to investigate how economic, social, and demographic changes reshaped gender and business enterprises in early to mid-20th century America.
It shows the value of geography and time to the worth of her own entrepreneurial service, in addition to Rosenthal's new company in NYC. Explores the challenges Rosenthal faced in defining products, consumers, and the business's persona in an environment where gender divisions still stayed the standard.
by Tom Nicholas Source: Harvard Business School 18 pages. Publication Date: November 15, 2007. Prod. #: 808095-PDF-ENG
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