When a company positions itself as a youthful and trendy brand, certain aspects of the business model will operate differently than a company with a blander approach to the market. The company’s brand is impacted by the products, the employees, the brick-and-mortar facilities, and the online presence. For these reasons, companies in this type of segment must look at recruiting, training, and customer service from a unique angle. Case 67 provides a great example of an organization forced to re-visit aspects of their business model, including employee incentives. As with many start-up endeavors, Howe 2 Ski Stores provided a niche service and utilized an inner-circle of people to work for the company. Maria Howe, the company’s founder,
