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Skating on Thin Ice

Pirkka Hyssäl

ISBN 10: 3639348494 / ISBN 13: 9783639348491
Published by VDM Verlag
New Condition: New Paperback
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About this Item

Paperback. 96 pages. Dimensions: 8.7in. x 5.9in. x 0.2in.The brand extension of Reebok into the ice-hockey market has been an interesting one. Especially in Finland, where this study was made, Reeboks brand was considered everything but masculine like the brand of the game (ice-hockey). This became a interesting base for a study on a brand extension. The study considers the effects of the extension to the original brand and to the newly extendedcreated brand. There are both benefits and risks to both. The research problem was: how is the brand extension of Reebok into the ice-hockey equipment market perceived by the consumers The study method consisted first a preliminary interview and second a survey among ice-hockey players in Finland. The results of the study were highly controversial. According the survey the extension should not be very successful, on the other hand Reebok is considered as one of the market leaders. How can such an equation even be possible This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Bookseller Inventory # 9783639348491

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Bibliographic Details

Title: Skating on Thin Ice

Publisher: VDM Verlag

Binding: Paperback

Book Condition:New

Book Type: Paperback

About this title

Synopsis:

The brand extension of Reebok into the ice-hockey market has been an interesting one. Especially in Finland, where this study was made, Reebok's brand was considered everything but masculine like the brand of the game (ice-hockey). This became a interesting base for a study on a brand extension. The study considers the effects of the extension to the original brand and to the newly extended/created brand. There are both benefits and risks to both. The research problem was: how is the brand extension of Reebok into the ice-hockey equipment market perceived by the consumers? The study method consisted first a preliminary interview and second a survey among ice-hockey players in Finland. The results of the study were highly controversial. According the survey the extension should not be very successful, on the other hand Reebok is considered as one of the market leaders. How can such an equation even be possible?

About the Author:

Studied in the Turku School of Economics. Majored in international business and minors in marketing and logistics. Currently works as a business consultant in a local business service center, helping people establishing successful business. Still interested in the sports equipment business and following the field intensely.

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