Product details

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Case
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Reference no. 9-503-S56
Spanish language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2005
Version: 7 September 1994

Abstract

This is a Spanish version. After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use information on channel evolution and consumer behavior to make two decisions: whether to launch the Aquatred and whether to expand Goodyear's distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change.
Location:
Industry:
Size:
USD10.9 billion revenues, 105,000 employees
Other setting(s):
1992

About

Abstract

This is a Spanish version. After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred's ability to gain support from Goodyear's independent tire dealers. Students must use information on channel evolution and consumer behavior to make two decisions: whether to launch the Aquatred and whether to expand Goodyear's distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change.

Settings

Location:
Industry:
Size:
USD10.9 billion revenues, 105,000 employees
Other setting(s):
1992

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