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Cheekbone Beauty - Building an Indigenous Growth Venture

Reference: IVEY-W25813-E
Year: 2021
Number of pages: 10
Geographic Setting: Canada
Publication Date: Oct 28, 2021
Fecha de edición: Jun 7, 2022
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Other Services

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Description

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?

The Ivey Business School gratefully acknowledges the generous support of Pierre Lapointe, MBA ’83, in the development of this case.

Learning Objective

This case can be taught in either undergraduate- or postgraduate-level courses in any of the following areas: entrepreneurship, strategy, marketing, and Indigenous studies. It gives students 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, students 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.

Keywords

Competitive advantage high-growth strategy Sustainability VRIO framework