Track

MM

Presentation Type

Event

Description

Despite the slightly downturn in the footwear market due to weak economic performance in the US, the sales of running shoes gains steadily to $2.46 billion in 2011(Running USA, 2012) . However, increased intensity of competition in this section leads to more homogeneous products. Products targeting the same needs or competing on the same attributes decrease the profitability of the market as well as of each player (Porter, 1979). Therefore, branding strategies aiming at establishing a unique brand position in the market is crucial for all the brands in the running shoes market.

Share

COinS
 
Jan 1st, 12:00 AM

A Social Network Analysis of Consumers’ Perceived Brand Positions in the Running Shoes Market

Despite the slightly downturn in the footwear market due to weak economic performance in the US, the sales of running shoes gains steadily to $2.46 billion in 2011(Running USA, 2012) . However, increased intensity of competition in this section leads to more homogeneous products. Products targeting the same needs or competing on the same attributes decrease the profitability of the market as well as of each player (Porter, 1979). Therefore, branding strategies aiming at establishing a unique brand position in the market is crucial for all the brands in the running shoes market.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.