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Compact case
Case
-
Reference no. 592-027-1
Subject category: Marketing
Authors: Roy W Hill (Cranfield University)
Published in: 1992

Abstract

This is the third of a two-case series (592-025-1, 592-026-1 and 592-027-1). This case describes how a chemical company in Malaysia (part of ICI) attempted to move into a new market segment - vegetable growers - and the outcome after the launch campaign had been running for two years. Students have the opportunity to examine the impact of cultural factors on the marketing activities of a multinational company.
Location:
Industry:
Size:
Local company of a large multinational
Other setting(s):
1970s

About

Abstract

This is the third of a two-case series (592-025-1, 592-026-1 and 592-027-1). This case describes how a chemical company in Malaysia (part of ICI) attempted to move into a new market segment - vegetable growers - and the outcome after the launch campaign had been running for two years. Students have the opportunity to examine the impact of cultural factors on the marketing activities of a multinational company.

Settings

Location:
Industry:
Size:
Local company of a large multinational
Other setting(s):
1970s

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