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The Brand Management Efforts of a Niche Specialist: New Balance in the Athletic Footwear Industry

James M. Gladden (University of Massachusetts at Amherst, Amherst, MA 01003 USA)

Mark A McDonald (Sport Studies Department, University of Massachusetts at Amherst, Amherst, MA 01003 USA)

ISSN: 1464-6668

Article publication date: 1 June 1999

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Gladden, J.M. and McDonald, M.A. (1999), "The Brand Management Efforts of a Niche Specialist: New Balance in the Athletic Footwear Industry", International Journal of Sports Marketing and Sponsorship, Vol. 1 No. 2, pp. 58-74. https://doi.org/10.1108/IJSMS-01-02-1999-B005

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