02370nam a22004691i 4500 000707934 CaToSAGE 20240202172917.0 20200121181116.8 m|||||o||d|||||||| cr ||||||||||| 200121s2018 enka fo 000 0|eng|d NEZPRACOVANÝ IMPORT 9781529707816 (ebook) : No price (OCoLC)1141321858 CaToSAGE eng CaToSAGE rda pn UtOrBLW HF5415 .S74 2018 658.8 Sternthal, Brian, author. Under Armour : creating and growing a new consumer brand / Brian Sternthal & Prashant Malaviya. London : Kellogg School of Management, 2018. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Business Cases Originally Published InSternthal, B., & Malaviya, P. (2018). Under Armour: Creating and Growing a New Consumer Brand. 5-316-503. Evanston, IL: Kellogg School of Management, Northwestern University. The case traces the development of the Under Armour (UA) brand, product, and market growth under CEO and founder Kevin Plank from its inception in 1996 through 2016. UA provides a cohesive case study of how to launch and sustain a consumer brand even in the face of its third-party manufacturing approach, which gives its apparel no patentable design or fabric technologies. The case uses UA's brand and advertising development as a backdrop for the current pivotal issue of how to target women to sustain growth. Under Armour's stated goal is to build a $1.9 billion women's business by 2019. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Under Armour (Firm) Case studies. Clothing and dress Marketing Case studies. Branding (Marketing) Case studies. Malaviya, Prashant, author. SAGE Business Cases. SAGE Knowledge https://sk.sagepub.com/cases/under-armour-creating-and-growing-a-new-consumer-brand Plný text SBC EB NEPOSILAT EB