Oura Ring: Jack of All Categories?
商品編號：W47049
出版日期：2025/10/23
再版日期：
商品來源：
商品主題：General Management/Strategy; Strategy
商品類型：Case (Pub Mat)
涵蓋議題：Strategy;Positioning;Interpretative strategy;Categorization;Legitimacy;Market recognition
難易度：4 - Undergraduate/MBA
內容長度：5 頁
地域：Finland, United States
產業：Manufacturing
事件年度：2025
In 2015, the Finnish start-up Oura Health Oy (Oura) launched the Oura Ring, a sleek, sensor-packed wearable marketed for rest and recovery. Unlike Fitbit or Apple Watch, which stressed steps and calories, Oura focused on sleep, heart rate variability, and readiness. Early adoption by biohackers and athletes, visibility in the National Basketball Association, and a Gucci collaboration gave it credibility across wellness, sports, and fashion. By 2024, Oura had sold 2.5 million rings and had generated nearly US$500 million in revenue. Yet the market could not agree on what it was. Retailers struggled with placement, customers questioned price, and investors used inconsistent peers. Ambiguity fuelled growth but raised a harder question: Did category matter? And if so, what should Oura do about it?
教學手冊：Oura Ring: Jack of All Categories? - Teaching Note
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