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Apple Watch: Managing Innovation Resistance
Tania Bucic; Gaganpreet SinghCase IVEY-9B18A005-EEntrepreneurship, Marketing, StrategyHaving affirmed its place in the computer, phone, and music markets, Apple Inc. (Apple) decided to embark on a brand extension strategy, shifting its focus to wearable technologies. With this shift in mind, Apple launched the Apple Watch in April 2015 as an attempt to enter different industries. Apple Watch integrated fitness and health features with Apple’s mobile operating system (iOS) and other Apple products and services. Because Apple owned ...Starting at €8.20