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  • August 2019
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Apex Ski Boots

By: Kate Barasz and John T. Gourville
  • Format:Print
  • | Language:English
  • | Pages:20
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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.
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About The Author

John T. Gourville

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Related Work

    • March 2020
    • Faculty Research

    Apex Ski Boots

    By: Kate Barasz
Related Work
  • Apex Ski Boots By: Kate Barasz
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