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Dog Gone

Teaching an old product new tricks.

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This story appears in the March 1999 issue of Entrepreneur. Subscribe »

Sometimes it pays to bark up the wrong tree--at least, in a manner of speaking. That's the lesson learned by Phoenix-based sporting goods manufacturer Penn Racquet Sports in its attempt to put a new spin on its tennis balls.

"Over the years, we've had a lot of people suggest this is something we ought to do," says Penn's director of marketing and international sales, Mike Curtis, explaining the company's rationale for introducing tennis balls made especially for dogs last summer. "It's a neat idea."

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