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商品編號： 9-500-024 出版日期： 1999/08/30 作者姓名： Deighton, John 商品類別： Marketing 商品規格： 18p 再版日期： 2002/01/15 地域： United States 產業： Retail trade 個案年度： 1989 - 1999
商品敘述：
Clorox''s Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% U.S. household penetration in ten years. The dilemma in the case arises as the period of increasing returns seems to be drawing to a close, and management must use its legacy, an installed based and a strong brand equity, to take the business forward into a less friendly environment. Students can model the relation between the primary demand for pitchers and the derived demand for filters to decide where they want to put future investments.
涵蓋領域：
Foreign investments;Customer profitability;Return on investment;Mergers and acquisitions;Marketing management;Market demographics;Product launches;Profitability;Workplace health and safety;Risk management;Employee retention;Emerging markets
相關資料：
, (9-501-067), 12p, by John Deighton;, (XLS192), 0p, by John Deighton
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