Founded in 1995,Under Armour,Inc.sells undershirts and other athletic gear using moisture-wicking fabric for sweaty sports.By 2016,it reached the number two athletic clothing firm spot with over 4.5 billion in sales.It used which new entry strategy in 2005?
A) imitative
B) pioneering
C) adaptive
D) differentiated

Question

Quizplus · Accepted Answer

Most new entrants use a strategy somewhere between pure imitation and pure pioneering. That is, they offer a product or service that is somewhat new and sufficiently different to create new value for customers and capture market share. Such firms are adaptive in the sense that they are aware of marketplace conditions and conceive entry strategies to capitalize on current trends.