Deja Shoe (A): Creating the Environmental Footwear Company

by: Stuart L. Hart

Publication Date: September 9, 2008
Length: 14 pages
Product ID#: 1-428-670

Core Disciplines: Entrepreneurship & Innovation, Marketing/Sales, Sustainability

Partner Collection:

Available Documents

Click on any button below to view the available document.

Don't see the document you need? Don't See the Document You Need?
Make sure you are registered and/or logged in to our site to view product documents. Once registered & approved, faculty, staff, & course aggregators will have access to full inspection copies and teaching notes for any of our materials.


Need to make copies?

If you need to make copies, you MUST purchase the corresponding number of permissions, and you must own a single copy of the product.

Electronic Downloads are available immediately after purchase. "Quantity" reflects the number of copies you intend to use. Unauthorized distribution of these files is prohibited pursuant to term of use of this website.

Teaching Note

This product has a teaching note available. Available only to Registered Educators. Please login to view it.


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).

Teaching Objectives

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.