Sher-Wood Hockey Sticks: Global Sourcing
(9 pages of text)
In early 2011, the senior executives of the venerable Canadian hockey stick manufacturer Sher-Wood Hockey were considering whether to move the remainder of the company’s high-end composite hockey and goalie stick production to its suppliers in China. Sher-Wood had been losing market share as retail prices continued to fall. Would outsourcing the production of the iconic, Canadian-made hockey sticks to China help Sher-Wood to boost demand significantly? Was there any other choice?
This case can be used in advanced undergraduate or MBA courses in international business or strategic management. It presents opportunities to review the key drivers, decision process, and potential impact of global sourcing. The case considers the motivations to outsource manufacturing both within and outside national borders. Various alternatives are considered, as is the possibility of eventual re-shoring of production back from emerging markets.
Canada, Small, 2011
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