Chapter 2 Global E-Business: How Businesses Use Information Systems Case 2: IT and Geo-Mapping Help a Small Business Succeed
Tags: Entrepreneurship; Sales Strategy Management; Sales Tea Collection; Small business IT; geo-mapping technology;
Summary: Emily Meyer and Leigh Rawdon started The Tea Collection, a children’s clothing wholesaler business in 2002. Their first product line consisted of three baby sweaters and a single shop. Today The Tea Collection has expanded to over 300 department and boutique stores and now includes women’s clothing. Information technologies played a critical role in their success from design, to production, customer targeting and marketing. L=4:57
IT is not just for huge, multi-national companies. Small business entrepreneurs use a variety of information technologies to do all the things much larger firms do, but on a much smaller budget. IT allows small firms to act and look like much larger firms, amplifying the power of entrepreneurs, and creating the conditions for sustained and rapid growth. The Tea Collection (teacollection.com) exemplifies how entrepreneurs can use inexpensive but powerful information technologies to create a successful business. The Tea Collection was founded by Emily Meyer and Leigh Rawdon in 2002 in San Francisco with just three pima cotton baby sweaters and a vision of bringing the fusion of worldwide cultures and modern design to fashion. Emily Meyer grew up in Texas and started sewing when she was 3 years old. Growing up, her mom introduced Emily and her sister to the languages, arts and cultures around the world. To follow her love of fashion, Emily left Texas to study fashion design at Parsons in New York. After spending a year living in Paris, she returned to New York to design menswear for top designers Ralph Lauren, Perry Ellis and Alexander Julian. Lured to San Francisco by love, she spent days and nights designing childrenswear at Gymboree...
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