A Mother of invention. Columbia Sportswear CEO Gert Boyle
Description
In an age of corporate bailouts, the story of Columbia Sportswear's dramatic comeback offers a valuable case study in successful bootstrapping. After the death of her husband, Gert Boyle faced the monumental task of taking over the struggling business at the age of 46, with little guidance or experience. This program profiles Boyle nearly forty years later, still leading the company-which is now an industry giant worth billions. Boyle describes what solidified her determination to keep Columbia (refusing a competitor's buyout offer of $1,400) and outlines strategic maneuvers that enabled her to rebuild the company: fine-tuned product innovation, a focus on upselling, employee teambuilding initiatives, and more.
Runtime
24 min
Subjects
- Branding (Marketing) (220)
- Advertising campaigns (53)
- Marketing (459)
- Entrepreneurship (1731)
- Leadership (570)
Contributor
Database
Films on Demand
Direct Link
Similar Films
Business principles. RT1 05 - Wyatt. Business 14
You're Soaking In It
Health. Supermarket Secrets, Series 2
The Marketing Series 4. The Marketing Mix - Product
Cracking the Advertising Code
Optimizing the value chain
Marketing strategy for small business
A Conversation With The Men Behind The Real Men Of Genius—Part 2. Conversations with Giants
Lululemon's 'Lulule-man'. Push into menswear
100 Club. Episode 1
Wild Tastes. Australia's Indigenous Foods
Top 5 Marketing Tips to Increase Sales
Marketing analytics resource allocation. Digital media attribution. Part 2
A Conversation With Josh Dean. Conversations with Giants
Clio gold plus. Best of 2002