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Case
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Reference no. IMD-5-0253-ES
Spanish language
Subject category: Marketing
Published by: Institute for Management Development (IMD)
Originally published in: 2005
Version: 20.04.2005
Length: 23 pages
Data source: Field research

Abstract

This is a Spanish translation of the case ''580-013-1''. A highly successful publishing company in Brazil decides that the time is ripe to introduce a weekly magazine listing local television programmes with a format similar to that used by TV Guide in the USA. An earlier version introduced by the company in 1965 had failed by 1972. A major commitment was made to research the proposal and the case ends with the question as to whether to proceed. Information is provided on the television market in Brazil and an appendix provides a brief description of the Brazilian economy. While the company has had a good record of successes in its 30-year history, and while the commitment to the new magazine was high, it in fact failed.
Location:
Industry:
Other setting(s):
1976

About

Abstract

This is a Spanish translation of the case ''580-013-1''. A highly successful publishing company in Brazil decides that the time is ripe to introduce a weekly magazine listing local television programmes with a format similar to that used by TV Guide in the USA. An earlier version introduced by the company in 1965 had failed by 1972. A major commitment was made to research the proposal and the case ends with the question as to whether to proceed. Information is provided on the television market in Brazil and an appendix provides a brief description of the Brazilian economy. While the company has had a good record of successes in its 30-year history, and while the commitment to the new magazine was high, it in fact failed.

Settings

Location:
Industry:
Other setting(s):
1976

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