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Case
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Reference no. 9-594-106
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 1993
Version: 7 September 1994

Abstract

After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use information on channel evolution and consumer behavior to make two decisions: whether to launch the Aquatred and whether to expand Goodyear's distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change.
Location:
Size:
USD10.9 billion revenues, 105,000 employees
Other setting(s):
1992

About

Abstract

After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use information on channel evolution and consumer behavior to make two decisions: whether to launch the Aquatred and whether to expand Goodyear's distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change.

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Location:
Size:
USD10.9 billion revenues, 105,000 employees
Other setting(s):
1992

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