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Selected Case

published: 30 Jun 2015

Abstract:
The case illustrates the challenges faced by entrepreneurs launching a new product in an highly competitive market with limited resources. The case is set in 2005 and puts the student in the shoes of Michel and Augustin.

Pedagogical Objectives:
It allows students to see the strategic and tactical actions of a marketing plan in a clear, novel and fun context. For aspiring entrepreneurs, it offers an exciting opportunity to discuss the specific challenges related to launching a brand for a start-up.

Keywords:
Marketing, Entrepreneurship, Food and Drink, Startup Marketing

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