Find a new one. That's what defense contractor Alliant Techsystems did when it realized that the war in Irag might not last forever--but duck hunting probably will.
In an article in BusinessWeek this week, Upscale Ammo: No. 1 with a Bullet, Brian Hino showcases how Minneapolis-based ATK transformed its brand from commodity product to a quality leading position at a premium price point.
Nothing gets the weekend warrior crowd hot and bothered like the words "military grade."
