Publications
Publications
- August 2019
- HBS Case Collection
Apex Ski Boots
By: Kate Barasz and John T. Gourville
Abstract
Apex Ski Boots has introduced a new ski boot that, due to its radical design, is meeting resistance in the marketplace from many retailers, ski experts, and consumers. The company must decide how best to drive sales in the face of this resistance.
Keywords
Go-to-market Strategy; Strategic Change; Marketing Strategy; Distribution Channels; Sales; Change Management; Sports Industry; Apparel and Accessories Industry
Citation
Barasz, Kate, and John T. Gourville. "Apex Ski Boots." Harvard Business School Case 520-013, August 2019.