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Case
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Reference no. 586-027-1
Subject category: Marketing
Authors: John A Millns (Cranfield University); Roy W Hill (Cranfield University)
Published by: Cranfield School of Management
Published in: 1986
Length: 6 pages
Data source: Field research
Topics: Brand management; Corporate responsibility; Corporate strategy; Corporate structure and development; Distribution; New products; Product introduction; Programme implementation
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Abstract

This case outlines the strategies employed by International Harvester between 1980-1984 in order to generate interest and achieve acceptable levels of market coverage and share for their new product. It follows ''International Harvester and the Axial Flow Combine Part A'', (586-026-1).
Location:
UK
Industry:
Agricultural machinery
Size:
Very large
Other setting(s):
1980-1984
Case
-
Reference no. 586-026-1
Subject category: Marketing
Authors: John A Millns (Cranfield University); Roy W Hill (Cranfield University)
Published by: Cranfield School of Management
Published in: 1986
Length: 13 pages
Data source: Field research
Topics: Brand management; Corporate responsibility; Corporate strategy; Corporate structure and development; Distribution; Goal setting; Market positioning; Market segmentation; New products; Planning; Product introduction; Programme design; Sales promotion; Strategy formulation
View full details

About

Abstract

This case outlines the strategies employed by International Harvester between 1980-1984 in order to generate interest and achieve acceptable levels of market coverage and share for their new product. It follows ''International Harvester and the Axial Flow Combine Part A'', (586-026-1).

Settings

Location:
UK
Industry:
Agricultural machinery
Size:
Very large
Other setting(s):
1980-1984

Related

Case
-
Reference no. 586-026-1
Subject category: Marketing
Authors: John A Millns (Cranfield University); Roy W Hill (Cranfield University)
Published by: Cranfield School of Management
Published in: 1986
Length: 13 pages
Data source: Field research
Topics: Brand management; Corporate responsibility; Corporate strategy; Corporate structure and development; Distribution; Goal setting; Market positioning; Market segmentation; New products; Planning; Product introduction; Programme design; Sales promotion; Strategy formulation
View full details