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