EBK PRINCIPLES OF MARKETING
16th Edition
ISBN: 9780133850697
Author: Kotler
Publisher: VST
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Chapter 9, Problem 9.20CC
Summary Introduction
Case summary:
The case deals with Company M, which is a multinational powerhouse with greater than $30 billion in yearly sales. It follows innovation culture, supports collaboration, and emphasis on research and development.
To discuss: Whether there are any limitations to how broad Company M’s product portfolio could develop.
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