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Question
New Balance Athletic Shoes target Baby Boomers' needs for well-fitting shoes. The company is unique in that it offers a very broad range of shoe widths. A realistic potential risk New Balance runs in this focused differentiation strategy includes the possibility that:
a. Baby Boomers may find that they do not need well-fitting shoes, because they will become increasingly sedentary as they age.
b. a competitor may be able to better use flexible manufacturing systems to make shoes with an individualized fit.
c. athletic shoes may go out of style.
d. New Balance shoes may begin to appeal to a wider market, thus losing New Balance's focus advantage.
Answer
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