Society for Case Research Spring Conference MBAA

8
Experience level: 
Intermediate
Intended Audience: 
Faculty
Authors: 
Kristi M. Bockorny, PhD, Salvador G. Villegas, DBA, Daniel Shannahan, PhD

Modes of Entry: The Best Choice for a Boutique Owner

This critical incident discussed the modes of entry for a small boutique owner in a small Midwest community. After realizing that their family had a strong fashion sense and were devoted consumers of distinctive clothing offerings, Michelle and Mark Waters began to explore the viability of opening their own boutique. They were aware that there are several boutiques within their current market, each having their own identity. As a couple with a strong entrepreneurial spirit, they had the passion and drive to open their own store. However, they just were not sure what would be the most effective, economically viable, and most successful model for their new business. This critical incident explores the initial analysis this couple needed to conduct to help identify the best mode of entry into this industry.