expensive debt, without first ascertaining the viability of its new, proposed change in direction. In fact, the company's decision to give up its current strengths and brand equity is also reflected in the manner in which it arbitrarily changed its name to "The Great American Teddy Bear Company," only to revert to its original name after the move backfired. As such, its current decision to renew emphasis on its Bear-Grams business, which contributes up to 72% of its revenues, seems to be in the right
             direction. Further, it also makes sense that the company now sees itself as operating in "the gift and personal communications business," rather than the teddy bear category in the toy industry, given that around 90% of its sales are on account of gifts on occasions such as Valentine's Day or Christmas.
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