The organizational development approach to innovation at Under Armor is an expensive strategy, viable at risk of failure. The approach to transforming the company's culture, climate and strategies requires careful examination. This strategy involves both internal and external elements of the organization. While Under Armor Company may strive to implement these strategies from within, the correlation between external factors such as competitors and customers is the unforeseen contingency that makes the outcome of the innovation unpredictable. Innovation damage resulting from failure can place the company at greater risk of unmanageable competition, loss of market share, and poor reputation in the apparel industry. Other risks, such as financial insecurity, are likely to emerge if innovation is not managed strategically. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Assessing the feasibility and risk of innovation is important to help Under Armor reduce the chances of risk. The assessment begins with assessing innovation needs. Over the past year, the company has been unable to reach its sales target by 20%. In the fourth quarter of 2017, company holiday-related sales fell to 17%. The decline in the company's turnover puts the company's financial situation in crisis, which poses a threat to the investment sector. Under Armor shares fell more than 25% following falling sales. Among the main causes of the decline in sales is the failure of clothing retailers in the North American market, on which the Under Armor Company was heavily dependent. Nike and Adidas posed a threat to the company through competition. The company culture is based on promotion. From the company's reports, much of its extension projects have focused on advertising, promotions, discount sales, and "connected fitness" digital app. The company paid less attention to customer satisfaction and market reach. Molloy's, the company's chief financial analyst, is threatening to leave the job due to pressure and high expectations from the company's management ("Under Armour, Inc. -", 2018).