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Book Chapter

sweatyBetty: by women, for women

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. http://www.elsevier.com/books/international-cases-in-the-business-of-sport/chadwick/978-0-7506-8543-6

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.

StatusPublished
Author(s)Sparks, Leigh
Publication date31/12/2007
URLhttp://hdl.handle.net/1893/11889
PublisherButterworth-Heinemann
Publisher URLhttp://www.elsevier.com/…78-0-7506-8543-6
Place of publicationOxford, UK
ISBN978-0-7506-8543-6
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