Subject category:
Marketing
Published by:
Babson College
Length: 9 pages
Data source: Published sources
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Abstract
Borden and Kraft are leaders in the US cheese market and their competitive battle has spilled over into the courts. Borden has challenged Kraft''s advertising, under the Lanham Act, as being deceptive and is asking the judge to grant a ''preliminary injunction''. If granted this would force Kraft to cease immediately its advertising campaign for Kraft Singles cheese slices, a large and vital brand. To prevail, Borden must show that Kraft claims are false and have injured Borden. What should the judge decide? The teaching note contains a full wrap-up presentation. This case may be used alongside a companion case series ''FTC v Kraft Inc (A), (B) and (C)'' (596-005-1 to 596-007-1).
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Abstract
Borden and Kraft are leaders in the US cheese market and their competitive battle has spilled over into the courts. Borden has challenged Kraft''s advertising, under the Lanham Act, as being deceptive and is asking the judge to grant a ''preliminary injunction''. If granted this would force Kraft to cease immediately its advertising campaign for Kraft Singles cheese slices, a large and vital brand. To prevail, Borden must show that Kraft claims are false and have injured Borden. What should the judge decide? The teaching note contains a full wrap-up presentation. This case may be used alongside a companion case series ''FTC v Kraft Inc (A), (B) and (C)'' (596-005-1 to 596-007-1).