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Case Studies by Niraj Dawar

1 case studies

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published: 03 Jan 1996

  • Topic: Marketing
  • Industry: Consumer Goods
  • Region: Europe

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Marketing-Manufacturing decisions need to be made by a branded goods manufacturer who is faced with the possibility of producing a private label for a retailer.

Pedagogical Objectives:
The case aims to demonstrate the impact of decisions taken by marketing/manufacturing on the firm as a whole. Often, in their interest to optimize their function, the functional areas will make decisions detrimental to the organization as a whole.

Marketing - Manufacturing Interface, Line Extensions, Private Labels, Brands

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