13 Pages Posted: 5 Apr 2010
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
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