Abstract
This case focuses on Under Armour’s market expansion and sales growth. Under Armour is a relatively young sportswear company that has already performed exceptionally well in the USA. After entering countries in Europe, Latin America, and Asia Pacific, Under Armour is currently exploring other countries where it can further expand their sales. Among these new candidates, the Indian market is of particular interest. Looking at the company’s expansion strategies, major challenges and opportunities are discussed.
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ten Have, J. (2019). Taking the Road to India? Under Armour’s Internationalization Strategies. In: Prange, C., Kattenbach, R. (eds) Management Practices in Asia. Springer, Cham. https://doi.org/10.1007/978-3-030-19662-2_4
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DOI: https://doi.org/10.1007/978-3-030-19662-2_4
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