Very Sweaty Equity

Morais, Richard C.
September 2005
Forbes Asia;9/19/2005, Vol. 1 Issue 2, p42
The article features shoe company Geox founded by former Italian vintner Mario Moretti Polegato. The company's advertising campaign has drawn 9 million pairs of shoe sales despite refusal by some fashion magazines to feature it. The decision of the company to outsource in Asia has made its production costs low. Polegato spent $100,000 registering a global patent to prevent his competitors from copying his products. INSET: Family Sparkle.


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