Abstract
IN 2008 ATHLETIC APPAREL COMPANY Under Armour entered the mainstream athletic shoes category, launching a line of cross training sneakers. CEO Kevin Plank was supremely confident about the new products and had invested a large part of the company’s marketing budget in a launch plan that included a $4.4 million Super Bowl commercial. He told a reporter from The New York Times, “Under Armour controls its own destiny. We believe there are better fabrics, better technology, and better innovations … people are going to try us.”1
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Notes
Kevin P. Coyne and John Horn, “Predicting Your Competitor’s Reaction,” Harvard Business Review, Volume 87, Number 4, April 2009, 92.
Stephen Denny, Killing Giants (New York: Portfolio/Penguin, 2011), 49.
A. G. Lafley interview by Karen Dillon, “I Think of My Failures as a Gift,” Harvard Business Review, Volume 89, Number 4, April 2011, 87.
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© 2012 Tim Calkins
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Calkins, T. (2012). Defensive Strategy for Innovators. In: Defending Your Brand. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-51186-7_14
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DOI: https://doi.org/10.1007/978-1-137-51186-7_14
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