Product details

This is the second of a two-case series (309-003-1 and 309-004-1). The case is set in 2005 and examines how Edipresse Group - a leading periodical and newspaper company in Switzerland - ought to respond to the possible launch of a free daily newspaper in its core market (the French part of Switzerland) by its main competitor. There are many possible ways to respond, but the main one considered is for Edipresse to offer its own free daily in an attempt to pre-empt the competitor. This is not an easy decision to make because such a move will cannibalise Edipresse''s other daily newspapers. The case explores the issues involved and discusses how the new daily could be positioned so as to limit cannibalisation.