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Case
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Reference no. 9-806-195
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2006
Version: 16 June 2006
Revision date: 17-May-2019
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

Jeremy Moon, Chief Executive Officer of Icebreaker, maker of merino-fiber activewear, thinks about the strengths and weaknesses of staying focused on his rapidly expanding US and European markets vs broadening his attack to include China. If he enters China, should he continue his current strategy of pushing the technical merits of the merino fabric, or should he go the inherently subjective fashion route, given that the technical apparel market in China is virtually nonexistent.
Locations:
Industry:
Size:
USD50 million revenues, 50 employees
Other setting(s):
2006

About

Abstract

Jeremy Moon, Chief Executive Officer of Icebreaker, maker of merino-fiber activewear, thinks about the strengths and weaknesses of staying focused on his rapidly expanding US and European markets vs broadening his attack to include China. If he enters China, should he continue his current strategy of pushing the technical merits of the merino fabric, or should he go the inherently subjective fashion route, given that the technical apparel market in China is virtually nonexistent.

Settings

Locations:
Industry:
Size:
USD50 million revenues, 50 employees
Other setting(s):
2006

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