[ Tips ] 一分鐘使用導覽
商品編號： 9-310-003 出版日期： 2009/07/20 作者姓名： Pozen, Robert C.;Hammond, Mary Ellen 商品類別： General management 商品規格： 21p 再版日期： 2010/08/03 地域： 產業： Cosmetics 個案年度： 2008 -
商品敘述：
In 2006, Radiant Cosmetics president and CEO, Margaret Clark was contemplating the launch of a new, lip-plumping product called ""Four Carat Pout."" Clark faced many decisions concerning the launch: marketing the product as a luxury brand or a retail item; how to position the product as a possible starting point for an expanded anti-aging line; and how to market and distribute the product internationally, particularly in France. Issues of intellectual property were also essential to the launch: in the past, Radiant had faced problems with cosmetic counterfeits. With the launch of the new product Four Carat Pout, Clark needed to decide whether to pursue patents, copyrights and/or trademarks for various aspects of the new product. The case focuses on the interplay between marketing strategies and intellectual property issues in international fashion products.
涵蓋領域：
Intellectual capital;Patents;Trademarks;International business;Advertising;Distribution;New product marketing
相關資料：
Case Teaching Note, (5-310-130), 5p, by Robert C. Pozen, Mary Ellen Hammond
哪些人也有訂購？