Subject category:
Strategy and General Management
Published by:
Stanford Business School
Version: 19 November 2003
Length: 27 pages
Data source: Field research
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Abstract
Brazil has the largest fresh water resources in the world, but the municipal water market faces customers, both corporations and individuals, who do not trust the quality of the water. Without a way of evaluating the quality of the water, consumer consumption remains suboptimal. A multinational involved in quality control and certification, Underwriters Laboratories (UL) could act as a trusted third party and introduce confidence in the market. How should it approach this potentially huge but very uncertain market in one of the major developing economies?
Location:
Industry:
Size:
< 20 employees, USD1.5 million
Other setting(s):
2003
About
Abstract
Brazil has the largest fresh water resources in the world, but the municipal water market faces customers, both corporations and individuals, who do not trust the quality of the water. Without a way of evaluating the quality of the water, consumer consumption remains suboptimal. A multinational involved in quality control and certification, Underwriters Laboratories (UL) could act as a trusted third party and introduce confidence in the market. How should it approach this potentially huge but very uncertain market in one of the major developing economies?
Settings
Location:
Industry:
Size:
< 20 employees, USD1.5 million
Other setting(s):
2003