Women of Enterprise

Abstract During the 1980s and 1990s, Avon had successfully built its reputation as “a company of women and for women.” Avon, along with the Small Business Administration, created a Women of Enterprise awards program that highlighted the success of women business owners outside of direct sales. Through this program, Avon engaged in a popular conversation about women’s ability to “have it all.” Recognized for its women-friendly management policies, organizations such as Catalyst held Avon up as an example of a company where women had shattered the glass ceiling, even though Avon continued to name men to lead the corporation, prompting the defection of several high-ranking women in its global organization. When Andrea Jung became CEO in 1999, Avon had reached its zenith as a direct sales company, but it could not succeed against the fundamental challenges presented by internet marketing.