| Description |
1 online resource : illustrations |
| Series |
SAGE Business Cases |
|
SAGE Business Cases
|
| Summary |
The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996 through 2016. UA provides a cohesive case study of how to launch and sustain a consumer brand even in the face of its third-party manufacturing approach, which gives its apparel no patentable design or fabric technologies. The case uses UA's brand and advertising development as a backdrop for the current pivotal issue of how to target women to sustain growth. Under Armour's stated goal is to build a $1.9 billion women's business by 2019 |
| Notes |
Originally Published InSternthal, B., & Malaviya, P. (2018). Under Armour: Creating and Growing a New Consumer Brand. 5-316-503. Evanston, IL: Kellogg School of Management, Northwestern University |
|
Description based on XML content |
| Subject |
Under Armour (Firm) -- Case studies
|
|
Clothing and dress -- Marketing -- Case studies
|
|
Branding (Marketing) -- Case studies
|
|
Branding (Marketing)
|
|
Clothing and dress -- Marketing
|
| Genre/Form |
Case studies
|
|
Case studies.
|
|
Études de cas.
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| Form |
Electronic book
|
| Author |
Malaviya, Prashant, author
|
| ISBN |
9781529707816 |
|
1529707811 |
|
