Icebreaker : the China entry decision

Abstract

Jeremy Moon, Chief Executive Officer of Icebreaker, maker of merino-fiber activewear, thinks about the strengths and weaknesses of staying focused on his rapidly expanding United States and European markets vs broadening his attack to include China. If he enters China, should he continue his current strategy of pushing the technical merits of the merino fabric, or should he go the inherently subjective fashion route, given that the technical apparel market in China is virtually nonexistent.

Notes: To maximise their effectiveness, colour items should be printed in colour. Related: Icebreaker : the China entry decision. Teaching note, Case Centre, Case Reference no. 5-807-037