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Prize winner
Published by:
INSEAD (2014)
Version:
04.2015
Length:
14 pages
Data source:
Field research
Abstract:
The case illustrates the challenges faced by entrepreneurs launching a new product in an highly competitive market with limited resources. The case is set in 2005 and puts the student in the shoes of Michel and Augustin. Please visit the dedicated case website http://cases.insead.edu/michel-and-augustin/home to see video interviews and other support material. It allows students to see the strategic and tactical actions of a marketing plan in a clear, novel and fun context. For aspiring entrepreneurs, it offers an exciting opportunity to discuss the specific challenges related to launching a brand for a start-up.
Learning objectives:
1. It allows students to see the strategic and tactical actions of a marketing plan in a clear, novel and fun context. 2. For aspiring entrepreneurs, it offers an exciting opportunity to discuss the specific challenges related to launching a brand for a start-up.
Settings:
Prizes won:
2014 - The Case Centre best selling case
2014 - The Case Centre Awards - case writing competition new case writer category winner
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