Posted by & filed under Part 1 Business in a Global Environment, Part 2 Starting and Growing Your Business, Part 3 Management: Empowering People to Achieve Business Objectives, Part 4: Marketing Management.

Description: Fashion doesn’t take many cues from dog kennels in Fairbanks, Alaska. But in Lance Mackey, a rangy 44-year-old professional dog-sled racer with a greasy ponytail and a chunk of jaw lost to a battle with cancer, a high-priced parka has found a winning spokesmodel—even if Mackey doesn’t seem too concerned with his head-turning wardrobe.


Date: Dec 09, 2014


Questions for Discussions:

  • Explain the success of these businesses?
  • What does this report say about consumer behavior, branding and quality production?

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