Covergalls Incorporated

Abstract

Social implications The case study will help improve systemic gender-related challenges for women in STEM, male-dominated nontraditional workplaces, such as mining, and contribute to CASE FOR WOMEN database of women-centered business teaching cases. Learning outcomes The learning objectives are as follows: discuss gender issues in nontraditional science, technology, engineering, mathematics (STEM)–related male-dominated industries; conduct a strategic competitive strengths and weaknesses, the opportunities and threats analysis and political, economic, social, technological, legal and environmental analysis; evaluate relevant information and decision criteria to assess the options; provide recommendations for strengthening vision mission and strategy; and analyze the business model using the Business Model Canvas. Case overview/Synopsis Alicia Woods (she/her), founder of Covergalls Inc., was facing an unexpected challenge during the COVID-19 worldwide pandemic restrictions and lockdowns which had created an unprecedented disruption to her business. Should Covergalls continue on its current path, or was it time to branch out? Complexity academic level This case is suitable for diversity, equality and inclusion, strategic management, entrepreneurship, marketing or leadership courses at the undergraduate BBA and graduate MBA level on campus or online. Supplementary materials Teaching notes are available for educators only. Subject code CCS 3: Entrepreneurship.