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Taking the mousetrap to the customer / Ian Chaston.

By: 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:
  • 9781473939011 (ebook) :
Subject(s): DDC classification:
  • 658.872 23
Online resources: Although an entrepreneur may develop an innovative and exciting new product, they may not always be in the best position to promote it to the market. This case study demonstrates this phenomenon with the example of Earl Tupper, the inventor of Tupperware, and Brownie Wise, the developer of the unique promotional strategy of the 'Tupperware Party'.
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Originally Published in: Chaston, I. (2010). Taking the Mousetrap to the Customer. In Entrepreneurial management in small firms (pp. 145-146). London: SAGE Publications Ltd. ISBN: 9781848600256.

Although an entrepreneur may develop an innovative and exciting new product, they may not always be in the best position to promote it to the market. This case study demonstrates this phenomenon with the example of Earl Tupper, the inventor of Tupperware, and Brownie Wise, the developer of the unique promotional strategy of the 'Tupperware Party'.

Description based on online resource; title from home page (viewed on April 26, 2016).

Licensed e-book