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Sony targets laptop consumers in China : segment global or local? / Kent Grayson & Sachin Waikar.

By: Contributor(s): Material type: TextSeries: Publisher: [London] : SAGE, 2016Description: 1 online resource : illustrations (black and white, and colour)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781473977358 (ebook) :
Subject(s): DDC classification:
  • 658.8 23
Online resources: The manager of the Sony VAIO personal computer in China has been given two segmentation studies. One study is country-specific and product-specific. The other is a global segmentation study, which covers all regions and all of Sony's many consumer electronics. Which segmentation study should the manager rely on - or is there a way to rely on both? After deciding which study is best, which consumer should the manager target, and with what position?
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Originally Published in: Grayson, K., & Waikar, S. (2011). Sony Targets Laptop Consumers in China: Segment Global or Local? (case revised 05/04/2012). 5-311-500. Evanston, IL: Kellogg School of Management.

The manager of the Sony VAIO personal computer in China has been given two segmentation studies. One study is country-specific and product-specific. The other is a global segmentation study, which covers all regions and all of Sony's many consumer electronics. Which segmentation study should the manager rely on - or is there a way to rely on both? After deciding which study is best, which consumer should the manager target, and with what position?

Description based on online resource; title from home page (viewed on May 4, 2016).

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