Subject category:
Marketing
Published by:
Cranfield School of Management
Length: 13 pages
Data source: Field research
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https://casecent.re/p/23680
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Abstract
In 1980 International Harvester decided to launch the axial flow combine on to the UK market. The axial flow was a new concept in harvester design and demonstrations suggested it outperformed all existing models on the market. However, imaginative marketing would be required to launch and position the product successfully in order to sell the machine to farmers, and more specifically the distribution sector. The follow up case ''International Harvester and the Axial Flow Combine Part B'', (586-027-1), describes the strategies employed.
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Abstract
In 1980 International Harvester decided to launch the axial flow combine on to the UK market. The axial flow was a new concept in harvester design and demonstrations suggested it outperformed all existing models on the market. However, imaginative marketing would be required to launch and position the product successfully in order to sell the machine to farmers, and more specifically the distribution sector. The follow up case ''International Harvester and the Axial Flow Combine Part B'', (586-027-1), describes the strategies employed.