Chapter

Luxuriant Growth

Kate Dossett

in Bridging Race Divides

Published by University Press of Florida

Published in print February 2008 | ISBN: 9780813031408
Published online September 2011 | e-ISBN: 9780813039282 | DOI: http://dx.doi.org/10.5744/florida/9780813031408.003.0004
Luxuriant Growth

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This chapter discusses the work of the legendary black businesswoman Madam J. C. Walker and her daughter A'Lelia who found a niche for themselves within black organizations as well as in political circles. This chapter offers an account of the ideological challenges that Madam Walker faced in the establishment of what would be one of the most influential businesses along the black strata. This chapter examines the manner with which she combined economic profitability with the aim to uplift the racial image particularly of black women. The chapter also discusses the business enterprises, marketing strategies, and political and cultural activities of Madam Walker and her daughter. The chapter recounts how Madam Walker secured a place within the black elites by promoting economic and political opportunities for black women with the aid of her network of politicized Walker agents. The chapter also includes a discussion on her daughter A'Lelia and her efforts in maintaining her mother's legacy.

Keywords: Madam J. C. Walker; A'Lelia; businesswoman; black women; racial image; business enterprises; marketing strategies; political activities; cultural activities; Walker agent

Chapter.  17630 words.  Illustrated.

Subjects: History of the Americas

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