What's in a Name?

Dzierzak, Lou
August 2008
SGB;Aug2008, Vol. 41 Issue 8, p14
Trade Publication
The article focuses on the effect of technological innovation and market competition on the U.S. running footwear industry. It notes that performance running shoe makers segmented their product lines into distinct categories. The innovations in design, materials and construction allow manufacturers to build shoes tailored to narrower applications and runner needs. In fact some brands pursue unique brand positions and footwear definitions due to competitive business environment.


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