Traci Lynn Jewelry: an entrepreneur maximizing shining opportunities
Publication date: 7 February 2019
Issue publication date: 11 November 2019
Abstract
Theoretical basis
The central issue in the case is opportunity identification and decision making. While the literature on direct selling is limited, much has been written about ideation, effectuation, causality and opportunity identification and assessment. Scholars of entrepreneurship debate whether entrepreneurial opportunities are identified and assessed primarily through effectuation or causation.
Research methodology
This case is based upon a combination of interviews with the protagonist, her staff and secondary research.
Case overview/synopsis
This case explores the opportunity identification, assessment and decision making of an energetic, African American, female founder and CEO in the rarely-researched direct selling channel. Dr Traci Lynn Burton founded her company at 24 with an investment of $200. In 2008, in its second incarnation, Traci Lynn Jewelry became a direct selling company and has taken bold steps. By 2018, the company was a direct selling leader and was preparing to launch a new product line. The case supports undergraduate students in understanding effectuation and causation, opportunity identification and assessment, and direct selling.
Complexity academic level
This case is primarily for upper division undergraduates. It is suitable for courses in entrepreneurial strategy, entrepreneurial marketing, general entrepreneurship emphasizing opportunity identification, opportunity assessment and/or effectuation.
Keywords
Acknowledgements
This case was prepared as a basis for classroom discussion, not to illustrate either effective or ineffective handling of a managerial situation. All individuals and events depicted are real. The author wishes to thank Dr Traci Lynn Burton, President and CEO of Traci Lynn Jewelry and Tiffany Robinson, Vice President of Operations, for their valuable insights during personal interviews conducted in July and November of 2017 and July of 2018.
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The authors may have disguised names; financial, and other recognizable information to protect confidentiality.
Citation
Glackin, C.E. (2019), "Traci Lynn Jewelry: an entrepreneur maximizing shining opportunities", , Vol. 15 No. 5, pp. 378-396. https://doi.org/10.1108/TCJ-01-2018-0007
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited