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Case
-
Reference no. 9-590-027
Subject category: Marketing
Authors: E Raymond Corey (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 15 December 1998
Length: 25 pages
Data source: Field research
Topics: Chemicals; Industrial markets; Market segmentation; Marketing strategy; New product marketing; Purchasing
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Abstract

A company acquires the rights to a mineral with potential uses in the ceramic and paint industries. After many years, sales are still far below expectations and the company considers selling the whole operation to a potential customer. Rewritten version of an earlier case.
Location:
United States
Industry:
Chemical
Size:
Large, USD945 million sales
Other setting(s):
1983
Teaching note
-
Reference no. 5-590-029
Subject category: Marketing
Authors: E Raymond Corey (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1990
Version: 19 January 1990
Length: 8 pages
View full details
Case
-
Reference no. 9-504-S28
Spanish language
Subject category: Marketing
Authors: E Raymond Corey (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 15 December 1998
Length: 25 pages
Data source: Field research
Topics: Marketing strategy; Market segmentation; Target markets; New product marketing
View full details
Compact case
Supplement
-
Reference no. 9-590-028
Subject category: Marketing
Authors: E Raymond Corey (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 20 July 1993
Length: 2 pages
Data source: Field research
Topics: Chemicals; Industrial markets; Market segmentation; Marketing strategy; New product marketing; Purchasing
View full details

About

Abstract

A company acquires the rights to a mineral with potential uses in the ceramic and paint industries. After many years, sales are still far below expectations and the company considers selling the whole operation to a potential customer. Rewritten version of an earlier case.

Settings

Location:
United States
Industry:
Chemical
Size:
Large, USD945 million sales
Other setting(s):
1983

Related

Teaching note
-
Reference no. 5-590-029
Subject category: Marketing
Authors: E Raymond Corey (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1990
Version: 19 January 1990
Length: 8 pages
View full details
Case
-
Reference no. 9-504-S28
Spanish language
Subject category: Marketing
Authors: E Raymond Corey (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 15 December 1998
Length: 25 pages
Data source: Field research
Topics: Marketing strategy; Market segmentation; Target markets; New product marketing
View full details
Compact case
Supplement
-
Reference no. 9-590-028
Subject category: Marketing
Authors: E Raymond Corey (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 20 July 1993
Length: 2 pages
Data source: Field research
Topics: Chemicals; Industrial markets; Market segmentation; Marketing strategy; New product marketing; Purchasing
View full details