Fitbit bets on marketing drive for latest devices to stay ahead

New York

FITBIT Inc is betting that global marketing campaigns to introduce its newest wearable health-tracking devices, including an inexpensive smartwatch, will help maintain its dominance in an ever-more competitive industry.

For now, the higher costs and slower-than-expected sales that may come from those efforts are raising concerns among investors who have watched the company's shares lose almost half their value this year.