30 Aug '17, 2pm

"The company that wants to make the SHOELACE obsolete." STORY:

The issue is compounded by the fact that BOA is an ingredient company. Its final product is a component of the consumer end-product. As such, any recognition or consumer response is typically associated with the product (i.e. Apple iPhone) rather than any of the composite pieces (e.g. A9 processor produced by Samsung). Exceptions occur only when one of the ingredient pieces is remarkable in a way which fundamentally changes the nature of the final product. If you’re searching for examples, GORE-TEX comes to mind. BOA has substantial ground to gain before if it’s to find itself in the vicinity of product/category synonyms like GORE-TEX, Kleenex, Xerox and Jet Ski.

Full article: https://mygolfspy.com/behind-the-scenes-boa/

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