Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Relationship Marketing, Supply Chain.

Description: The medical scrubs company won a four-year legal battle with legacy competitor SPI. Why the co-founders wouldn’t settle, despite the high cost of litigation.


Date: Nov 21, 2022


Questions for discussion:

  • What does this report say about the use of legal tactics to undermine competition?
  • Do you think the use of their website as a marketing response to answer the accusation was a good choice?
  • Should the marketers at the firm just move on or use the victory against SPI in some way?