Since its beginning in 2018, Jane Win LLC, a nimble and lean start-up selling amulet jewellery pieces, had seen immediate success. From the company’s inception, its founder, Jane Winchester Paradis, assessed the advantages and disadvantages of an expansion strategy. Paradis also assessed the viability of expanding beyond amulet pieces to achieve substantial growth. Although the young company already enjoyed strong brand recognition and offered a meaningful unique selling proposition, there were still many questions about the company’s next steps, including which growth strategy would be the most suitable. Did the company have the resources and skilled management team necessary to adequately support and monitor its growth? What legal and financial issues must Paradis consider? What marketing and operational issues were the company likely to encounter during expansion?
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