BUILD-A-BEAR CASE STUDY
From my analysis of the background information provided in the textbook, I would classify Maxine Clark as an ENTP (Extraversion, Intuition, Thinking, and Perceiving) falling under the intuitive type. People of this personality type interact with people, are open to possibilities, analytical and flexible (Nelson & Quick, 2011, pp. 118-119). The interactive nature of her personality is evident in how the business collects customer information to enhance the customer-retailer bond which provides further cross sell opportunities. Her intuitiveness is obvious as she leaves a high level job to pursue her dream career ...view middle of the document...
Workers with these personalities have a high degree of personal engagement and display the necessary energy levels according to the various customers’ needs. The workers love to help customers and do so with a passion while responding to the customer’s emotional situation. The above personality traits would be very useful for workers at Build-A-Bear stores as they facilitate easier creation of the customer-retailer bond.
Clark considers her main customer base to be the “female tweens” (Nelson & Quick, 2011, pp. 118-119). She got the idea from her shopping experience as a child which she felt was magical (Nelson & Quick, 2011, pp. 118-119). She pursued a career in retailing in an effort to recreate that feeling. Her interaction with her goddaughter gave rise to the core idea of Build-A-Bear which is to cement the parent child relationship. Over the years, she has transformed her business idea to include anyone who wants to create a memory even boys and adults. She aims to create the interactive venue along with a tangible reminder of that...