Subject category:
Marketing
Published by:
INSEAD
Version: 10.2016
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract
This is a Spanish version. The French subsidiary of the German publishing company Gruner Jahr, itself a subsidiary of the Bertelsmann Group, is considering the launch of a new business magazine called CAPITAL. The market looks unattractive, is new to the company, and the financial risk is high. The case describes the various steps in product development. Students must decide on whether to introduce the magazine and how. CAPITAL was subsequently launched and became the business magazine with the largest circulation in Europe.
Industry:
Other setting(s):
1991
About
Abstract
This is a Spanish version. The French subsidiary of the German publishing company Gruner Jahr, itself a subsidiary of the Bertelsmann Group, is considering the launch of a new business magazine called CAPITAL. The market looks unattractive, is new to the company, and the financial risk is high. The case describes the various steps in product development. Students must decide on whether to introduce the magazine and how. CAPITAL was subsequently launched and became the business magazine with the largest circulation in Europe.
Settings
Industry:
Other setting(s):
1991