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Pedigree growth strategy (B) / Tim Calkins, Ann Deming.

Av: Medverkande: Materialtyp: TextSerie: Utgivningsuppgift: London : SAGE Publications Ltd, 2017Beskrivning: 1 online resourceInnehållstyp:
  • text
Medietyp:
  • computer
Bärartyp:
  • online resource
ISBN:
  • 9781473992832 (ebook) :
Ämnen: DDK-klassifikation:
  • 381.4568
Onlineresurser: Julie Smith, brand manager for dog food manufacturer Pedigree, has to determine how best to jump-start growth in the slumping business. The (A) case centers on the debate over which type of strategy to pursue, brand building versus in-store activity, while the (B) case focuses on the concept of cause marketing as a growth strategy.
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Originally published: Calkins, T., & Deming, A. (2010). Pedigree growth strategy (B). 5-110-010(A). Evanston, IL: Kellogg School of Management, Northwestern University.

Julie Smith, brand manager for dog food manufacturer Pedigree, has to determine how best to jump-start growth in the slumping business. The (A) case centers on the debate over which type of strategy to pursue, brand building versus in-store activity, while the (B) case focuses on the concept of cause marketing as a growth strategy.

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