Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: New balance South Africa: outrunning the opposition
Title
New balance South Africa: outrunning the opposition
Author
Peters, M;Townsend, S
Pages
20
Product Type
Reference #
507-060-1
Teaching Note
not available
Institute
Setting
Cape Town
Year
2007
Keywords
Marketing, Strategy, Organisational behaviour, Sports industry
Summary/
Abstract
Abstract
Since 2000, manufacturer of high-performance sports footwear and apparel, New Balance SA, had grown its market share substantially. Now, in 2006, the general manager of New Balance South Africa, Gary van Rooyen, considered the company's future direction. In line with worldwide trends, opposition companies, such as Nike, had started to move into retail by establishing their own chain of stores. However, since the success of New Balance could partly be attributed to the company's commitment to customer satisfaction, a decision to move aggressively in such a direction would put the company in direct competition with its retail customers and would certainly damage its current relationships with sports retail stores.
The Impact of AABS Video
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
