Sportsdirect.com Austria GmbH in Retailing (Austria)
Sportsdirect.com Austria replaced Sport Eybl & Sports Experts in sports goods stores in 2014; the latter led this channel during most of the review period. However, Sports Direct has a very different product range and positioning compared with its predecessors, and faced many criticisms from consumers in Austria in 2014. It will have to adapt much better to local tastes to avoid another decline in share in the forecast period. In addition, a reduction in its outlet numbers seems rational and...
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