Listerine Lozenges (Revised)

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Case

Reference no. 9A99E016

Subject category: Knowledge, Information and Communication Systems Management

Authors: Peter C Bell (Ivey Business School, Western University); Andrew Grindlay (Ivey Publishing, Western University); T Moss (Ivey Publishing, Western University)

Published by: Ivey Publishing

Originally published in: 1997

Version: 1999-12-14

Length: 7 pages

Data source: Field research

Topics: Marketing research; Market structure

Share a link: https://casecent.re/p/15226

| No reviews for this item

This product has not been used yet

View our pricing guide or login to see prices.

Abstract

A pharmaceutical house is considering introducing a throat lozenge on the market and is undecided about whether to conduct a test market and whether to order manufacturing equipment now or later. Probability assessments are given, permitting the use of a decision tree. Also possible are considerations of the value of information. (A Microsoft Excel model is available for use with this case, product ''7A99E016''.) There is a simplified Chinese version available ''9A99EC16''.

Location:

Canada

Industry:

Chemicals and allied products

Size:

Large