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Compact case
Case
-
Reference no. IMD-5-0616
Subject category: Marketing
Authors: John Walsh (International Institute for Management Development (IMD)); Ursula Hilliard (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2002
Version: 10.12.2002
Length: 1 pages
Data source: Published sources
Topics: Brand management; Product innovation
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Abstract

This is the second of a two-case series (IMD-5-0610 and IMD-5-0616). In February 2002, Guinness announces it''s testing new technology to shorten the time it takes to pour a pint of draught Guinness, from 119 seconds to 20 seconds. Having spent years advertising the long pour time as a point of differentiation from other beers, should Guinness introduce this technology in Ireland?
Location:
Republic of Ireland
Industry:
Alcoholic beverages
Size:
25,000 employees
Other setting(s):
February 2002
Case
-
Reference no. IMD-5-0610
Subject category: Marketing
Authors: John Walsh (International Institute for Management Development (IMD)); Ursula Hilliard (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2002
Version: 10.12.2002
Length: 12 pages
Data source: Published sources
Topics: Brand management; Product innovation
View full details

About

Abstract

This is the second of a two-case series (IMD-5-0610 and IMD-5-0616). In February 2002, Guinness announces it''s testing new technology to shorten the time it takes to pour a pint of draught Guinness, from 119 seconds to 20 seconds. Having spent years advertising the long pour time as a point of differentiation from other beers, should Guinness introduce this technology in Ireland?

Settings

Location:
Republic of Ireland
Industry:
Alcoholic beverages
Size:
25,000 employees
Other setting(s):
February 2002

Related

Case
-
Reference no. IMD-5-0610
Subject category: Marketing
Authors: John Walsh (International Institute for Management Development (IMD)); Ursula Hilliard (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2002
Version: 10.12.2002
Length: 12 pages
Data source: Published sources
Topics: Brand management; Product innovation
View full details