學門類別
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Casual Comfort
內容大綱
In June of 1988, Lee Greenspoon and Michael Bellman, two students at The University of Western Ontario, were excited about a new business proposal. After months of research they were anxious to launch their own bean bag chair to the university student market. Many decisions including product type, price and promotion strategy needed, would have to be made quickly if they were to be ready to sell bean bags by September 1988.
學習目標
The case deals with the decision-making process of two second-year university students. It can be used to review the marketing framework in an introductory business course. In contrast, it may also be used as one of the first comprehensive marketing cases to introduce a framework-type analysis to the student.