Marketing: Real People, Real Choices (9th Edition)
9th Edition
ISBN: 9780134292663
Author: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart
Publisher: PEARSON
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Chapter 4, Problem 40C
Summary Introduction
Case summary/Introduction: Company L, the largest toy manufacturer was on the urge of facing bankruptcy in 2004. The then CEO without adding any new product line instead used advanced research methodologies to gain the insight of children’s mind. They want to get to roots of customer behavior but this didn’t help them much. There advanced innovative technologies and slow organizational structure failed in updating with the recent upcoming challenges.
Characters in the case:Company L a toy manufacturing firm.
Adequate information: The research methodology used by the Company L and their organizational structure.
To determine: The factors important in understanding this decision making.
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Marketing: Real People, Real Choices (9th Edition)
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