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Case
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Reference no. 586-010-1
Subject category: Marketing
Authors: D Brownlie (University of Glasgow)
Published in: 1986

Abstract

The case deals with the company''s marketing strategy and how it should be adapted to help face up to the challenge of maintaining its competitive position against the threat of an aggressive new entrant. The case can be used to illustrate how the following basic marketing concepts help in examining the situation: marketing orientation, marketing myopia, buyer behaviour, diffusion of innovations, product life cycles and market segmentation.
Location:
Industry:
Size:
Large
Other setting(s):
1979-1983

About

Abstract

The case deals with the company''s marketing strategy and how it should be adapted to help face up to the challenge of maintaining its competitive position against the threat of an aggressive new entrant. The case can be used to illustrate how the following basic marketing concepts help in examining the situation: marketing orientation, marketing myopia, buyer behaviour, diffusion of innovations, product life cycles and market segmentation.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1979-1983

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