Society for Case Research MBAA 2023

Experience level: 
Intended Audience: 
Dr. Kristi Bockorny, Dr. Sal Villegas, Dr. Daniel Shannahan

Modes of Entry: The Best Choice for a Boutique Owner

This case study discussed the modes of entry for a small boutique owner in a small Midwest community. After Michelle realized she wanted a different career challenge, Michelle and Mark Waters explored the viability of opening their own boutique. They were aware that there were several boutiques within their current market, each having its own identity. As a couple with a strong entrepreneurial spirit, they had the passion and drive to open their own store. However, they were not sure what would be the most effective, economically viable, and successful model for their new business. This case study explored the initial analysis this couple needed to conduct to help identify the best mode of entry into this industry.