Iturf

13 Pages Posted: 5 Apr 2010

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Phillip E. Pfeifer

University of Virginia - Darden School of Business

Richard Johnson

affiliation not provided to SSRN

Abstract

iTruf.com, a community, content, and commerce site directed at Generation Y, saw its stock plummet before it merged with its former parent, the catalog and retail clothing store, dELIA*s. Despite the merger, the critical questions remained for iTurf of what business it was in, what business it should be in, and what capabilities would enable the company to compete and be successful. The merger raised the additional question of how iTurf's strategy and positioning would be different now that it was no longer a purely Web-based business.

Keywords: business planning, consumer marketing, market position, mergers, new enterprises, retail marketing, strategy formulation, e-business

Suggested Citation

Farris, Paul and Pfeifer, Phillip E. and Johnson, Richard, Iturf. Darden Case No. UVA-M-0639. Available at SSRN: https://ssrn.com/abstract=1584109

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

Phillip E. Pfeifer

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-4803 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/Pfeifer.htm

Richard Johnson

affiliation not provided to SSRN

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