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商品編號: 9-899-058 出版日期: 1998/10/05 作者姓名: Cyr, Linda A.;Lassiter, Joseph B.;Roberts, Michael J. 商品類別: Entrepreneurship 商品規格: 40p 再版日期: 2001/11/20 地域: Massachusetts 產業: Beverage industry 個案年度: 1998 - 1998
商品敘述:
Boston Beer''s current light-beer offering, Boston Lightship, has not been successful, and a student team is charged with investigating the problem and recommending a strategy. Highlights issues around branding, target customer selection, and cannibalization, and introduces the ZMET. Includes color exhibits.
涵蓋領域:
Market research;Entrepreneurship;Marketing strategy;Target markets;Branding;Business models;Competitive strategy;Product localization
相關資料:
Case Teaching Note, (5-801-144), 10p, by Joseph B. Lassiter, John T. Gourville
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