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In Cases in Marketing Management and Strategy. Vol. 4 edited by Catherine KilBride and Gerry Mortimer. Dublin, Marketing Institute, 2004,pp.301-315. ISBN:0952907666

Abstract

“Sometimes in my darker moments I think that, if I had ducks they’d drown, and this is one of those moments. You will have heard the announcement that Fruit of the Loom are closing down the remainder of their operations in the northwest”, Manus Green said, discussing his latest predicament with his friend and occasional advisor Paul Staunton. Manus with his wife Claire, was owner of Green Engineering Services Ltd., a small precision engineering company based on an industrial estate in West Donegal.

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