Icebreaker: The US Entry Decision Harvard Case Solution & Analysis

Jeremy Moon, CEO of Icebreaker, merino wool, outdoor clothing manufacturers, believes that the company can become a big hit in the U.S., despite the presence of entrenched competitors. But it is clear that a new approach is necessary Icebreaker distribution. One option is to position the icebreaker as a brand selling fashionable sportswear. The second option was to reflect a strategy that has been effective in New Zealand - spread through open and winter sports retailers. The final version was postponed U.S. retailers and sell exclusively through the Internet, using the straight-client advertising.Icebreaker The US Entry Decision Case Solution

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by Dan Heath, Joseph B. Lassiter Source: Harvard Business School 16 pages. Publication Date: July 15, 2005. Prod. #: 806006-PDF-ENG

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