Jeremy Moon, CEO of Icebreaker, merino fiber producer of active lifestyle, think about the strengths and weaknesses of staying focused on its rapidly expanding markets in the U.S. and Europe against extending his attack to include China. If it is in China, it should continue its current strategy of pushing the technical merits of Merino fabric, or should it go by nature a subjective fashion route, given that the technical apparel market in China is virtually nonexistent.
Revised previous case. Includes color exhibits.
To enhance their effectiveness, color cases should be printed in color. "Hide
by Dan Heath, Joseph B. Lassiter Source: Harvard Business School 20 pages. Publication Date: May 02, 2006. Prod. #: 806195-PDF-ENG
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