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Timberland (Character (Jeffrey Swartz (CEO), Ken Pucker (COO), Doug Clark…
Timberland
Character
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Dave Vattes and John Healy ( Business Planning, Research and Testing, Concept Creator)
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History
Nathan Swartz started his bootmaking career as an apprentice stitcher in 1918. Three years later he
bought the remaining interest and brought his sons, Sidney and Herman, into the company
In the 1960’s, Sidney and Herman decided to address a problem for Northeastern construction workers who faced brutal winter conditions in work boots that were not waterproof, were poorly insulated, and quickly fell apart.
In 1973, Sidney noted that athletic companies were branding shoes with logos and applied the same concept to his boot, naming it Timberland;
By 1978, college kids on almost every New England campus had traded in their felt lined pack boots for work boots.
3 Big Ideas: Boots, Casual Footwear and high performance outdoor recreation
Challenge
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Customer Focus: Shifted emphasis from inventing new core products toward servicing customer groups with variations of those products
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Timberland’s biggest impediment for change was a lack of collaboration across groups. “We sometimes fight ourselves,”
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