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What Makes You So Special?
  • Libby Gill

Abstract

What does the Latin Dance-Inspired Exercise Craze Called Zumba—with millions of global participants joyfully sweating to a mix of hip-hop, salsa, and African rhythms—have in common with Harley-Davidson?

Keywords

Market Share Competitive Edge Social Media Platform Weak Player Sales Team 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Notes

  1. 1.
    Alexandra Bruell, “How Zumba Built a Brand with a Cult Following in Just a Few Years,” Advertising Age, August 20, 2012.Google Scholar
  2. 7.
    David Aaker, Brand Relevance: Making Competition Irrelevant (San Francisco: Jossey-Bass, 2011).Google Scholar
  3. 8.
    Bianca Ramirez and Susanne Whatley, “Trevor Denman Starts His 30th Season as the Voice of Santa Anita Park Horse Racing,” Southern California Public Radio, October 31, 2012, http://www.scpr.org/news/2012/10/31/34800/trever-denman-his-30th-season -voice-santa-anita-pa/.Google Scholar
  4. 12.
    Ivan Arreguin-Toft, How the Weak Win Wars: A Theory of Asymmetric Conflict (New York: Cambridge University Press, 2006).Google Scholar
  5. 14.
    Victoria Barret, “Nasty Gal’s Sophia Amoruso: Fashion’s New Phenom,” Forbes, June 2012.Google Scholar
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    Flash Steinbeiser, “Fashion Start-up Nasty Gal Raises $40M,” Inc.com, August 27, 2012.Google Scholar
  7. 16.
    Andrea Chang, “Nasty Gal Clothing—As Red Hot As Its Founder’s Lipstick,” Los Angeles Times, August 26, 2012.Google Scholar
  8. 17.
    Harry S. Dent Jr. and Rodney Johnson, “Why Harley Won’t Regain Its Highs of 2006,” Survive and Prosper’s Instablog, May 30, 2012, http://seekingalpha.com/instablog/3177621-survive-prosper/680781-why -harley-wont-regain-its-highs-of-2006.Google Scholar
  9. 20.
    Jesse McKinley, “Born to Be Wild, Aging Bikers Settle for Comfy,” New York Times, September 13, 2012.Google Scholar

Copyright information

© Libby Gill 2013

Authors and Affiliations

  • Libby Gill

There are no affiliations available

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