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Defensive Strategy for Innovators

  • Tim Calkins

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

  1. 4.
    Kevin P. Coyne and John Horn, “Predicting Your Competitor’s Reaction,” Harvard Business Review, Volume 87, Number 4, April 2009, 92.Google Scholar
  2. 11.
    Stephen Denny, Killing Giants (New York: Portfolio/Penguin, 2011), 49.Google Scholar
  3. 12.
    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.Google Scholar

Copyright information

© Tim Calkins 2012

Authors and Affiliations

  • Tim Calkins
    • 1
  1. 1.Kellogg School of ManagementUSA

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