The New, Old Finisher Sports: The Remaking of an Apparel Titan

Abstract

Finisher Sports went from a small business to one of the top sports apparel businesses in the United States under the leadership of its founder, George Taylor. After declaring bankruptcy, Taylor sold the business to Carol Anthony, President and CEO of Star Brand Group. Since the purchase, the Star Brand Group believed that Finisher Sports had not realized its full revenue potential. Thus, Anthony organized a think tank to devise solutions. The purpose of the case study is for students, as the members of the think tank, to examine Finisher sports from marketing and organizational behavior perspectives, particularly focusing on the role that the company’s history plays in the marketing and strategic components of the company.

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