Swot

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Title: Swot

Essay Details:

Subject: Miscellaneous

Author: Emily P

Date: August 15, 2013

Level: University

Grade: A

Length: 1 / 282

Essay text:

In an industry experiencing a leveling of growth, New Balance revenues have increased 150% during the mid-1990s. Utilizing Aaker (1991) framework for understanding brand equity, this study illustrates how New Balance has achieved such growth leveraging its limited resources by focusing on two specific niches (running shoes and width sizing) in the United States athletic footwear market. While particular interest is paid to the branding efforts of New Balance, it is done within the broader context of understanding how a small niche player can successfully compete in a segment dominated by much larger publicly-owned companies...

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