Case | HBS Case Collection | May 2006 (Revised June 2006)

Icebreaker: The China Entry Decision

by Joseph B. Lassiter III and Dan Heath


Jeremy Moon, CEO of Icebreaker, maker of merino-fiber activewear, thinks about the strengths and weaknesses of staying focused on his rapidly expanding U.S. and European markets vs. broadening his attack to include China. If he enters China, should he continue his current strategy of pushing the technical merits of the merino fabric, or should he go the inherently subjective fashion route, given that the technical apparel market in China is virtually nonexistent.

Keywords: Brands and Branding; Product Positioning; Global Strategy; Expansion; Decision Choices and Conditions; Market Entry and Exit; Marketing Strategy; Apparel and Accessories Industry; China; United States; Europe;


Lassiter, Joseph B., III, and Dan Heath. "Icebreaker: The China Entry Decision." Harvard Business School Case 806-195, May 2006. (Revised June 2006.)