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Cobra Beer : biting into new markets / Mark de Rond, Simon Burdus & Stephanie Hebblethwaite.

Av: Medverkande: Materialtyp: TextSerie: Utgivningsuppgift: [London] : SAGE, 2016Beskrivning: 1 online resource : illustrations (black and white, and colour)Innehållstyp:
  • text
  • still image
Medietyp:
  • computer
Bärartyp:
  • online resource
ISBN:
  • 9781473974937 (ebook) :
Ämnen: DDK-klassifikation:
  • 658.5752 23
Onlineresurser: The case charts the growth of Cobra Beer since 2003, focusing on five particular areas of diversification: (1) product; (2) geographical; (3) sourcing; (4) distributional; and (5) organisational. We also analyse the process of product development at Cobra, with specific reference to Cobra Bite; a fruit-flavoured premium lager launched in May 2007.
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Originally Published in: De Rond, M., Burdus, S., & Hebblethwaite, S. (2007). Cobra Beer: biting into new markets 2007. Cambridge: University of Cambridge, Judge Business School.

The case charts the growth of Cobra Beer since 2003, focusing on five particular areas of diversification: (1) product; (2) geographical; (3) sourcing; (4) distributional; and (5) organisational. We also analyse the process of product development at Cobra, with specific reference to Cobra Bite; a fruit-flavoured premium lager launched in May 2007.

Description based on online resource; title from home page (viewed on May 3, 2016).

Licensed e-book