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商品編號： 9-597-050 出版日期： 1996/11/22 作者姓名： Deighton, John;Voermann, Karsten;Gilyard, Reginald 商品類別： Marketing 商品規格： 17p 再版日期： 1996/12/20 地域： Canada 產業： Broadcasting and streaming media industry;Telecom 個案年度： 1995 - 1995
商品敘述：
Rogers Communications, Inc., Canada''s largest cable television provider, is deciding how it should respond to developments that appear to portend the convergence of its industry with the computing and telecommunications industries. In particular, it is investigating how it should test the market for high-speed Internet access via cable modem. This case describes decisions that need to be made to bring this service to market in a suburb of Toronto.
涵蓋領域：
Consumer marketing;Decision making;Innovation;Marketing strategy;Competitive forces;Internet;Mobile and wireless technology;Consumer behavior;Technology adoption lifecycle
相關資料：
Case Teaching Note, (5-597-078), 11p, by John Deighton
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