In the spring of 2011, the leaders of the venerable Canadian hockey stick manufacturer, Sher-Wood Hockey (Sher-Wood), were pondering whether the rest of the company’s high-end move Composite hockey stick and goalie stick production to its suppliers in China. Sher-Wood has been losing market share in the retail prices continue to fall. Would outsourcing the production of the legendary Canadian-made hockey sticks to China to help Sher-Wood, to significantly increase the demand? Was there a choice?

In the spring of 2011, the leaders of the venerable Canadian hockey stick manufacturer, Sher-Wood Hockey (Sher-Wood), were pondering whether the rest of the company’s high-end move Composite hockey stick and goalie stick production to its suppliers in China. Sher-Wood has been losing market share in the retail prices continue to fall. Would outsourcing the production of the legendary Canadian-made hockey sticks to China to help Sher-Wood, to significantly increase the demand? Was there a choice?
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from
Paul W. Beamish,
Megan (min) Zhang
Source: Ivey Publishing
11 pages.
Release Date: 13 February 2012. Prod #: W12669-PDF-ENG
Sher-Wood Hockey Sticks: Global Sourcing HBR case solution

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