This Moment at lululemon : A firm-level assessment of entreprenurship

Abstract: lululemon athletica is a yoga inspired athletic clothing company. Since lululemon’s retail inception in 2000, the company has been quite successful; it has grown to sixty- four store and showrooms locations and has doubled revenue every year for the last four years. A lululemon core value is entrepreneurship. This thesis explores this entrepreneurial value focusing primarily on an individual retail location manager perspective. The entrepreneurial concepts utilized to explore entrepreneurship are: entrepreneurial ori- entation (EO), entrepreneurial management, company growth, entrepreneurship preservation, and corporate entrepreneurship. Three empirical instruments assessing entrepreneurial concepts are employed in this thesis: Entrepreneurial Orientation, Stevenson’s Entrepreneurship, and a presented recombination of Stevenson’s Entrepreneurship concept. The EO instrument considers the dimensions pioneered by Miller (1983) and Dess and Lumpkin (1996) and includes: innovation, risk-taking, proactiveness, competitive aggressiveness, and autonomy. Stevenson’s Entrepreneurship is assessed by the Operationalization of Stevenson’s Entrepreneurship scale developed by Brown et al. (2001) which determines management style proclivity between an entrepreneurial or administrative style. The third empirical study recombines the Brown et al. (2001) instrument in an attempt to explore a possible ambidextrous management function of Stevenson’s Entrepreneurship concept. Results from the empirical studies depict lululemon as an entrepreneurial organisation. The EO study results show that lululemon emphasizes innovative and proactive behaviours. The Operationalization of Stevenson’s Entrepreneurship scale determined that lululemon slightly favours an entrepreneurial management style. The presented ambidexterity instrument reveals individual location managers to be capable of ambidextrous management. Two possible contributions to entrepreneurship study are proposed in this thesis. Analysis of the entrepreneurial orientation concept within lululemon realized a need for a communication and coordination EO dimension to be added to the existing dimensions. Also, the recombination of the Brown et al. (2001) instrument provides an alternate measurement scale assessing management ambidexterity.