Avril Kennedy and Harlequin - Case Study Reference No. 395-114-1

Citation

Martin F & Craig C (1996) Avril Kennedy and Harlequin - Case Study Reference No. 395-114-1. Bedford, UK: European Case Clearing House at Cranfield University. http://www.ecch.com/educators/

Abstract
A case study which focuses on the development of a business by a female entrepreneur faced with both a personal and financial crisis. To resolve her financial problems, Avril Kennedy starts a jewellery business in a very entrepreneurial manner and develops it over time. The case highlights the position of a female entrepreneur in a 'pushed' situation and her response to a crisis.

Keywords
Entrepreneurship; Business strategy; Marketing strategy