Northern Telecom (B): The Norstar Launch

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Supplement

Reference no. 9-593-104

Subject category: Marketing

Authors: Robert J Dolan (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1993

Version: 30 June 1993

Length: 27 pages

Data source: Field research

Topics: Market research; Product introduction

Share a link: https://casecent.re/p/46032

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Abstract

Northern Telecom has spent USD50 million to develop a new family of telephone systems for small businesses. The investment proposal was justified on the basis of appreciable market share impact. Now, the project team must develop the appropriate supporting marketing program for the launch of the product in two markets - the United States and Canada.

Location:

Canada

Industry:

Telecommunications

Size:

USD3.4 billion revenues

Other setting(s):

1988