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Bose is betting on fashion to compete with Beats
Since the passing of Dr. Amar Bose, the company's founder and an audio pioneer, Bose has had to face a period of emotional adjustment. On the business side, meanwhile, the incredible rise of Beats Electronics meant Bose needed to carve out a whole new strategy for the consumer market. While some audiophiles would argue that Bose offers the better product between the two, no one can hide the enormous popularity of Beats headphones amongst your average Joes. Perhaps, this is what led to Bose suing Beats over alleged noise-canceling patent infringements earlier this year, in a lawsuit that's since been settled out of court. Strangely enough, Bose didn't take action until after Apple announced it was acquiring Beats Electronics for $3 billion -- was it pure coincidence? You be the judge. But, what's next for Bose? And what's happening now? I had a chance to chat with CEO and President Bob Maresca about the company's plans to take on competitors and how it can adapt to the younger audiophile market.
