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This case tells the story of Head-Tyrolia-Mares and how it became a leading competitor in the worldwide market for sporting goods - primarily in winter sports, tennis and diving - from its unenviable position in the early 1980s as an overstaffed, bureaucratic firm owned by the Austrian state. It must now continue to compete in this difficult but potentially lucrative market from a disadvantageous position as regards to company size, markets penetrated, and financial resources. The company''s success to this point is to be found largely in its uncanny ability to create again and again technological innovations which revolutionise sporting segments and bring professional levels of performance within reach of the sporting masses. However, the case also offers an instructive example of the type of rationalisation and transformation necessary for turning a public company into a private one able to compete successfully in international markets.