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Maker of the fluorescent, smurf-like shoes appears to have staved off bankruptcy, but will it regain its former stride?... In their heyday nowhere were Crocs more popular than in Quebec, where they were born. This year, some Montreal stores canceled their orders. That was always in the cards, says Desautels Faculty of Management marketing lecturer Robert Soroka. But, he notes, "Crocs had a longer life cycle than a typical fad." He says the smart thing for the company to do would have been to anticipate a loss of interest for its main product - and gotten to work on a replacement. "What we typically do with a fad is to enjoy the fad, know it has a finite life and use the proceeds to introduce a replacement product, the next greatest thing." In Crocs case, he says, there is none.

, August 14, 2009

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