Gillette is trying to decide whether to enter the fast-growing business blank cassette recording. Vice President of New Business Development is charged with developing a marketing plan, which will be used as the basis for GO / NO GO decision. In particular, the question is whether Gillette can transfer their individual powers of the new, but related markets. The problem is aggravated by rapid changes characteristic of the market at the beginning of its life cycle. "Hide
by Stephen H. Star Source: Harvard Business School 11 pages. Publication Date: January 1, 1974. Prod. #: 574058-PDF-ENG
Related Case Solutions & Analyses:
Synnex International: Transforming Distribution of High-Tech Products
General Electric Plastics: Organizing the Marketing Function
Utilizing the Access Value of Customers
YouTube for Brands
Dunia Finance LLC (B)
J.C. Penney’s ‘Fair and Square’ Strategy (C): Back to the Future
Strategic M&A Analysis
TWA Parts (Abridged)
TruEarth Healthy Foods: Market Research for a New Product Introduction
How to Market to Generation M(obile)
