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Issue:

Miscellaneous

 

Written by:

Claire W

 

Date added:

December 19, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

2 / 282

 

Was viewed:

6537 times

 

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Essay content:

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...
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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. In addition to academic research and industry statistics, this study utilizes perso nal interviews with New Balance Athletic Shoe personnel to better understand the practices of a niche competitor in a highly competitive industry...
displayed 300 characters

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