The strategic challenges of under armour in 2021 with an analysis of the womenswear market

This work project describes UA’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 field lab’s guideline, a case study with an industry overview and information about the discusse...

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Detalhes bibliográficos
Autor principal: Mohr, Zelda (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2022
Assuntos:
Strategy
Sustainable competitive advantage
Sports apparel and footwear industry
Under armour
Disruptive strategies for value creation
Womenswear
Market segmentation
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10362/142553
País:Portugal
Oai:oai:run.unl.pt:10362/142553
Descrição
Resumo:This work project describes UA’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 field lab’s guideline, a case study with an industry overview and information about the discussed company is presented. Afterwards, we continue with a literature review to discuss theoretical concepts. This is followed by a case analysis, where the theory is applied to the case of UA. A focus will be placed on the womenswear market. Exclusively secondary sources are being used.

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