Virginia-based Aspetto Inc. integrated fashion into its ballistic clothing, which was considered the lightest and strongest in the world. Its customers included the United States Air Force, the United States Marine Corps, the US Department of State, and various law enforcement agencies, as well as civilian consumers. By October 2020, demand for body armour in the civilian market in the United States was increasing, given the growing number of mass shootings in the country. Intending to grow the company through innovation, the two co-founders had to decide whether to prioritize the civilian market or the military market for body armour. How could they ensure growth through innovation? What strategic growth plan would allow them to do this?
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