Deja Shoe (B): Product Launch

by: Stuart L. Hart

Publication Date: September 9, 2008
Length: 5 pages
Product ID#: 1-428-671

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

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Teaching Note

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Deja Shoe (B) provides a follow-up to the scenario presented in Deja Shoe (A). Part B follows Lewis and her team through Deja Shoe’s product launch across mainstream and green retailers nationwide. It discusses initial quality and sourcing issues, which present the team with lackluster sales and financing challenges.

Teaching Objectives

After reading and discussing the material, students should:

  • Extract lessons from Deja Inc.'s experience that are applicable to other environmental start-ups.