Product details

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Compact case
Case
-
Reference no. 594-007-1
Subject category: Marketing
Authors: JR Nicholls (University of Bath)
Published in: 1994
Length: 5 pages
Data source: Field research

Abstract

This case concerns Dents of Warminster, UK, a glove company which had had a famous international brand name in the past, but which had slipped into near obscurity. The case discusses the company''s apparently successful attempts to revive and re-position the brand. It also briefly discusses international market selection, promotion, and other aspects of exporting.
Industry:
Size:
Approximately GBP4.5 million turnover
Other setting(s):
1993

About

Abstract

This case concerns Dents of Warminster, UK, a glove company which had had a famous international brand name in the past, but which had slipped into near obscurity. The case discusses the company''s apparently successful attempts to revive and re-position the brand. It also briefly discusses international market selection, promotion, and other aspects of exporting.

Settings

Industry:
Size:
Approximately GBP4.5 million turnover
Other setting(s):
1993

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