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Case
-
Reference no. F594-022-1
French language
Subject category: Marketing
Authors: Reinhard Angelmar (INSEAD)
Published by: INSEAD
Originally published in: 1994
Version: 07.2005
Length: 28 pages
Data source: Field research
Topics: New products; Marketing mix; Market entry
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract

This is a French version. The French subsidiary of the German publishing company Gruner Jahr, itself a subsidiary of the Bertelsmann Group, is considering the launch of a new business magazine called CAPITAL. The market looks unattractive, is new to the company, and the financial risk is high. The case describes the various steps in product development. Students must decide on whether to introduce the magazine and how. CAPITAL was subsequently launched and became the business magazine with the largest circulation in Europe.
Location:
France, Europe
Industry:
Publishing
Size:
FRF2billion, DEM3.3 billion, DEM15.5billion
Other setting(s):
1991
Case
-
Reference no. 594-022-1
Subject category: Marketing
Authors: Reinhard Angelmar (INSEAD); Wolfgang Munk (INSEAD); Thierry Azalbert (INSEAD)
Published by: INSEAD
Originally published in: 1994
Version: 09.2016
Revision date: 20-Sep-2016
Length: 26 pages
Data source: Field research
Topics: New products; Marketing mix; Market entry
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Case
-
Reference no. E594-022-1
Spanish language
Subject category: Marketing
Authors: Reinhard Angelmar (INSEAD); Wolfgang Munk (INSEAD); Thierry Azalbert (INSEAD)
Published by: INSEAD
Originally published in: 2016
Version: 10.2016
Length: 28 pages
Data source: Field research
Topics: New products; Marketing mix; Market entry
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details

About

Abstract

This is a French version. The French subsidiary of the German publishing company Gruner Jahr, itself a subsidiary of the Bertelsmann Group, is considering the launch of a new business magazine called CAPITAL. The market looks unattractive, is new to the company, and the financial risk is high. The case describes the various steps in product development. Students must decide on whether to introduce the magazine and how. CAPITAL was subsequently launched and became the business magazine with the largest circulation in Europe.

Settings

Location:
France, Europe
Industry:
Publishing
Size:
FRF2billion, DEM3.3 billion, DEM15.5billion
Other setting(s):
1991

Related

Case
-
Reference no. 594-022-1
Subject category: Marketing
Authors: Reinhard Angelmar (INSEAD); Wolfgang Munk (INSEAD); Thierry Azalbert (INSEAD)
Published by: INSEAD
Originally published in: 1994
Version: 09.2016
Revision date: 20-Sep-2016
Length: 26 pages
Data source: Field research
Topics: New products; Marketing mix; Market entry
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details
Case
-
Reference no. E594-022-1
Spanish language
Subject category: Marketing
Authors: Reinhard Angelmar (INSEAD); Wolfgang Munk (INSEAD); Thierry Azalbert (INSEAD)
Published by: INSEAD
Originally published in: 2016
Version: 10.2016
Length: 28 pages
Data source: Field research
Topics: New products; Marketing mix; Market entry
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details