– STRATEGIC MANAGEMENT
NEWS DISCUSSION- NEW BALANCE

1
1. Company Profile:
Ranked 3rd in the US Athletic shoe industry, New Balance Arch Company as it was known in 1906
begun manufacturing arch support, orthopaedic shoes supports and prescription footwear for
people with problem feet. In 1954, the company changed its name to New Balance Athletic Shoe Inc.
with a focus on running shoes, but gradually entered the other segments such as walking, cross
training, basketball, tennis and adventure sports. (Bhat, 2005)
New Balance started with a niche in developing accommodative foot orthotics and insoles to
accommodate all kinds of foot issue and therefore when New Balance went into shoe
manufacturing, they decided to take advantage of their expertise and cater to all foot-types by
providing five different shoe widths in an industry where three was the standard.
New Balance’s expertise was in manufacturing custom-made footwear for sportsmen and that soon
became the......

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Title: New Balance Shoes
Approximate Word Count: 1669
Approximate Pages: 7 (250 words per double-spaced page)

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