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Appears in Collections:Marketing and Retail Book Chapters and Sections
Title: sweatyBetty: by women, for women
Author(s): Sparks, Leigh
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Editor(s): Chadwick, S
Arthur, D
Citation: Sparks L (2007) sweatyBetty: by women, for women. In: Chadwick S & Arthur D (eds.) International Cases in the Business of Sport. Oxford, UK: Butterworth-Heinemann, pp. 60-72.
Issue Date: 2007
Date Deposited: 12-Apr-2013
Abstract: Retail sports goods shops can be intimidatingly masculine. This case examines the origins, strategy, development and operations of sweatyBetty, a small women-only 'activewear boutique' retail chain. It addresses some of the distinctive and innovative factors in the business and invites consideration of its past and future development.
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