Product details

This case tells the story of a new product development at Sugar Inc, a medium sized UK-based confectionery company. The events related took place in the late 1980s and early 1990s. All the data for this case were collected by a single researcher (the author) over a period of 18 months. During this time more than 80 formal taped interviews were conducted and large amounts of documentation collected. The result is a fairly detailed account of the main events which ensued. It has been written with MBA students and executives in mind. The case may be used as the basis for assessing individual students, to encourage small group discussions, and as the material basis for larger class discussions.