Teaching Cases in Management: Sandálias Kenner

Teaching Cases in Management: Sandálias Kenner

This case describes the story of Kenner, a company that traditionally focused only on its product and is now realizing that its target market has changed drastically: from young higher-income consumers they are now lower-income consumers. Because of the excessive care with product quality, part of t...

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Bibliographic Details
Main Authors: Fernanda Chagas Borelli, Marcus Wilcox Hemais, Pedro Ivo Rogedo Costa Dias
Format: Article
Language:English
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2012-01-01
Series:RAC: Revista de Administração Contemporânea
Subjects:
market segmentation
target market
positioning
marketing mix.
Online Access:http://www.anpad.org.br/periodicos/arq_pdf/a_1274.pdf

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