[ Tips ] 一分鐘使用導覽
商品編號： 9-614-013 出版日期： 2013/09/05 作者姓名： Shih, Willy 商品類別： General management 商品規格： 18p 再版日期： 2015/11/02 地域： United States;Massachusetts 產業： Cosmetics;Personal care products 個案年度： 2007 - 2013
商品敘述：
Jon Flint came up with the idea of a science-based beauty company while talking with his hairdresser about the problems with typical hair and skin care products. Together with a small team that included Professor Robert Langer of MIT, he committed to assemble a team of scientists from outside the beauty industry to challenge the conventional wisdom. Their company, Living Proof, wanted to offer women "proof in a bottle" rather than "hope in a bottle." As the firm came to market with its first products, it focused on explaining its science to consumers. It found it increasingly necessary to direct more of its resources towards marketing, including a major investment in Jennifer Aniston as its celebrity spokesperson. Were they becoming less of a biotech company and more like a traditional beauty company? How did they reconcile the desire for continued high spending on R&D with the need to ramp up marketing?
涵蓋領域：
Innovation;Marketing;Marketing strategy;Product positioning;R&D;Commercialization;Strategy
相關資料：
Case Teaching Note, (5-614-014), 16p, by Willy Shih
哪些人也有訂購？