The Skisailer: Marketing a Young Investor's Dream

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Prize winner

Case

Reference no. IMD-5-0536

Subject category: Marketing

Authors: Kamran Kashani (International Institute for Management Development (IMD)); Dominique Turpin (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 1998

Version: 18.03.2003

Length: 19 pages

Data source: Field research

Topics: New product launching; Global marketing

Share a link: https://casecent.re/p/11465

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Abstract

A new product combining windsurfing and skiing runs into trouble in its first year of worldwide sales. A group of MBA students studies the problem and collects market data. The product''s inventor is left with the task of taking action to save the invention from imminent disaster. What should he do?

Location:

Switzerland, worldwide

Industry:

Leisure

Size:

Small