ABERCROMBIE & FITCH: HOW A CEO CAN WRECK A BRAND IN ONE INTERVIEW
Keywords:
marketing, strategy, change managementAbstract
Abstract: The case provides financial information and other key information on Abercrombie & Fitch and its competitors. The company’s strategy of keeping its focus on a certain target group was extremely successful in the past, but the CEO failed to see sociocultural changes, thus significantly weakening the A&F’s market position. In this case, A&F’s new CEO needs to decide how to redefine the company’s future strategy to lead the company to former success. This case can be used to examine the industry and general environment. Additionally, it can be utilized as a tool for students to examine an organization’s core competencies to determine how a company’s strategic decisions and actions can erode competitive advantages and what can remedy the situation.
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