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Beam Inc. : the dilution of the Makers Mark brand (A) / Robert Klinger, Tom Laughner, Kim MacDonald, James S. O'Rourke.

By: Contributor(s): Material type: TextSeries: Publisher: London : SAGE Publications Ltd, 2017Description: 1 online resource : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781526403490 (ebook) :
Subject(s): DDC classification:
  • 658.827
Online resources: Makers Mark may be part of a premium spirits portfolio but maintaining its authentic history is still important to the brand. When faced with the challenge of growing demand and an insufficient supply of whiskey, the Makers Mark management team needs to decide if diluting their whiskey is the best way to meet demand.
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Originally published in Klinger, R., Laughner, T., MacDonald, K., & ORourke, J. S. (2013). Beam Inc.: The dilution of the Makers Mark brand (A). 13-10 (A). Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.

Makers Mark may be part of a premium spirits portfolio but maintaining its authentic history is still important to the brand. When faced with the challenge of growing demand and an insufficient supply of whiskey, the Makers Mark management team needs to decide if diluting their whiskey is the best way to meet demand.

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