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Case Study
1.
Pacific Cycle, Inc.: Fast. It's Corporate Policy. campaign
Kevin Teague, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1249-1256
Hoping to capitalize on the tail end of the mountain bike and bicycle motocross (BMX) craze of the late 1990s, Schwinn Cycling & Fitness purchased GT Bicycles for $170 million in 1998. The resu ...

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Case Study
2.
Pacific Cycle, Inc.: What A Ride campaign
Mariko Fujinaka, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1249-1256
In 1997 Schwinn Cycling & Fitness Inc. launched a print campaign designed to entice the masses of mountain bike enthusiasts while altering the company's image as an out-of-touch dinosaur ...

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