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Getting the Data and Doing Marketing Right

  • Andrew R. Thomas
  • Timothy J. Wilkinson

Abstract

Sarah Calhoun, the 30-something founder of Red Ant Pants, is a former Outward Bound instructor and wilderness enthusiast. She became so frustrated with ill-fitting work pants designed without the female figure in mind that she started her own company. It now sells 70 sizes of the double-knee, double-seat work pants with their lower-rise front and higher-rise backs. By importing 12-ounce cotton canvas from India, and having it cut and sewn by a factory in Seattle, Calhoun is free to sell the premium-priced pants ($129 a pair) to her target market—women who work for a living in agriculture, the construction trades, or any other job in the outdoors.

Keywords

Vertical Integration Distribution Channel Prefer Customer Innovative Company Good Customer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Andrew R. Thomas and Timothy J. Wilkinson 2015

Authors and Affiliations

  • Andrew R. Thomas
    • 1
  • Timothy J. Wilkinson
    • 1
  1. 1.OHUS

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