The strategic challenges of under armour in 2021 with an analysis of the firm in the sports footwear market

Oliveira, Mariana Costa

http://hdl.handle.net/10362/139942

Utilize este identificador para referenciar este registo.

Nome:	Descrição:	Tamanho:	Formato:
the-strategic-challenges-of-under-armour-in-2021-with-an-analysis-of-the-firm-in-the-sports-footwear-market---mariana-oliveira.pdf		2.14 MB	Adobe PDF	Ver/Abrir

Contacte-nos

Autores

Oliveira, Mariana Costa

Orientador(es)

Costa, Luís Almeida

Resumo(s)

This work project describes Under Armour’s efforts to create and sustain superior value in the global sportswear market. It is intended to be used in masters and executive education Strategy courses. Following the guideline of the field lab, a case study about the market situation and the firm is presented. We proceed with a literature review to discuss theoretical concepts. This is followed by ananalys is, where the theory is applied to the case of Under Armour. A focus will be placed on the company’s footwear segment. Exclusively secondary sources were used.

Palavras-chave

Strategy Sustainable competitive advantage Footwear Sports apparel and footwear industry Under armour Disruptive strategies for value creation Connected fitness