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Indigo Books and Music Inc.
內容大綱
Since 1996, Indigo Books and Music had grown to become essentially a book retail monopoly in Canada. But the global recession had hit the company hard, and the chief executive officer (CEO) was focused on creating innovation at every level of the national operation. The hope was that Indigo would eventually be able to compete internationally with giants such as Amazon.com and Barnes & Nobles. How to stabilize the company's financials while at the same time creating and promoting creative product lines that customers would crave was the critical question that the CEO had to answer if her company was to thrive in the future.
學習目標
<ul><li>To focus not only on marketing, product innovation and retailing issues but to also get experience analyzing the financial position of a company in order to create a strategy that allows for innovation, growth and financial health simultaneously.</li><li>To consider how to grow a traditional retailer in the face of changing technology and shifting consumer habits.</li><li>To explore how to grow a company from an almost monopolistic domestic market position to a place in a highly competitive global landscape.</li></ul>