Long-time environment and recycling supporter Julie Lewis thought that she had struck green gold when she partnered with Nike and Avia executives to create Deja Shoe, an environmental footwear company. Lewis and her executive team successfully raised startup funding and used it to build an environmentally-sound and appealing product. However, as their product is about to launch there are still uncertainties around quality, price, demand, and production. This case is about the route that Julie chose to take and the struggles she and her team encountered along the way. This case should be used with Deja Shoe (B).
Deja Shoe (A): Creating the Environmental Footwear Company
by: Stuart L. Hart
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After reading and discussing the material, students should:
- Identify the various elements that constitute Deja Inc.'s strategy as well as the elements that constitute a traditional footwear industry strategy.
- Critically evaluate Deja Shoe's business strategy for entering the footwear industry.
- Explain why Deja Inc.'s business model could become a source of competitive advantage for the company.