You have no items in your shopping cart.

66°North: Made for Life
Wilcox, Ronald T.; Yemen, Gerry Case M-1017 / Published October 15, 2021 / 20 pages.
Format Price Quantity Select
PDF Download
$6.95
EPUB Download
$6.95
Printed Black & White Copy
$7.25

Product Overview

This field-based case uses the 66°North Company, an iconic Icelandic designer and manufacturer of premium outerwear, to unfold circumstances that allow for an analysis of the firm’s value proposition, competitive position, and growth opportunities. The 66°North brand image was believed to be an important contributor to its success over the years. Outside Nordic countries, 66°North had grown since 2013, especially following its shift to develop direct-to-consumer channels, but still remained a small niche brand relative to several more widely recognized competitors. While in Iceland it was standard household gear, its market penetration in large global markets such as the United States remained low. This leaves the case open to exploring the uncertainty over the achievable and costly attempt to gain greater visibility in the US market. What was the brand positioning internationally? And what was the go-to market?



Learning Objectives

- Explore the cost and benefits of different distribution channels - Understand the importance of brand strategy and growth opportunities - Analyze the role of brand positioning in a global markets - Compare and contrast competitive positions in a market


  • Videos List

  • Overview

    This field-based case uses the 66°North Company, an iconic Icelandic designer and manufacturer of premium outerwear, to unfold circumstances that allow for an analysis of the firm’s value proposition, competitive position, and growth opportunities. The 66°North brand image was believed to be an important contributor to its success over the years. Outside Nordic countries, 66°North had grown since 2013, especially following its shift to develop direct-to-consumer channels, but still remained a small niche brand relative to several more widely recognized competitors. While in Iceland it was standard household gear, its market penetration in large global markets such as the United States remained low. This leaves the case open to exploring the uncertainty over the achievable and costly attempt to gain greater visibility in the US market. What was the brand positioning internationally? And what was the go-to market?

  • Learning Objectives

    Learning Objectives

    - Explore the cost and benefits of different distribution channels - Understand the importance of brand strategy and growth opportunities - Analyze the role of brand positioning in a global markets - Compare and contrast competitive positions in a market