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商品編號： 9-806-195 出版日期： 2006/05/02 作者姓名： Heath, Dan;Lassiter, Joseph B. 商品類別： Entrepreneurship 商品規格： 20p 再版日期： 2006/06/16 地域： China;New Zealand 產業： Apparel industry 個案年度： 2006 - 2006
商品敘述：
Jeremy Moon, CEO of Icebreaker, maker of merino-fiber activewear, thinks about the strengths and weaknesses of staying focused on his rapidly expanding U.S. 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. A revised version of an earlier case. Includes color exhibits.
涵蓋領域：
Brand management;Competitive forces;Consumer marketing;Entrepreneurship;Product development;Product distribution;Product launches
相關資料：
Case Teaching Note, (5-807-037), 16p, by Joseph B. Lassiter
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