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To date, analyses of the athletic footwear industry (e.g. Katz, 1994; Strasser & Becklund, 1993) have focused on industry leaders, such as Nike, Reebok, and Adidas. In contrast, this study highlights the brand management of a successful niche competitor in athletic footwear, New Balance Athletic Shoe, Inc...
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To date, analyses of the athletic footwear industry (e.g. Katz, 1994; Strasser & Becklund, 1993) have focused on industry leaders, such as Nike, Reebok, and Adidas. In contrast, this study highlights the brand management of a successful niche competitor in athletic footwear, New Balance Athletic Shoe, Inc...
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