Cheekbone Beauty: Building an Indigenous Growth Venture (Digital Learning Experience)

Name: Cheekbone Beauty: Building an Indigenous Growth Venture (Digital Learning Experience) (English version)
SKU: W33311

Simon Parker

Product #:W33311

Supplier:Ivey

Discipline:Entrepreneurship, Sustainability

Setting:Canada, 2021

Details:Digital Learning Experience (Other) • 285 min • 2023-02-28

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Please note that the traditional PDF version of the case (W25813) is included in this Digital Learning Experience (DLE). The founder of Cheekbone Beauty, an Indigenous enterprise in the Niagara Region of Ontario, was driven by the goal of becoming “the first Indigenous woman to create a unicorn beauty brand from Canada.” In early 2021, she was seeking resolution to an ongoing entrepreneurial dilemma: How should she identify the fledgling company’s unique strengths and build them into sustainable competitive advantages?

Learning Objectives

This Digital Learning Experience is suitable for undergraduate- or postgraduate-level participants studying in any of the following areas: entrepreneurship, strategy, marketing, and Indigenous studies. It gives participants an opportunity to step into the shoes of an Indigenous entrepreneur and find a way forward for her. After working through the case and assignment questions, participants will be able to do the following:

Understand the challenges and possibilities associated with Indigenous entrepreneurship.
Illustrate and apply the VRIO (valuable, rare, inimitable, organization) framework, a key part of the resource-based view of a firm.

Cheekbone Beauty: Building an Indigenous Growth Venture (Digital Learning Experience)

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Learning Objectives