Document Type

Article

Rights

Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence

Publication Details

Published in Irish Marketing Review, volume 8, 1995, pp 1-6.

Abstract

This case looks at a firm's dilemma about whether or not to invest in developing an existing brand in a rapidly changing detergent product market. Three experts comment.

DOI

10.21427/D7VQ9M

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