The Case of the Test Market Toss-up

Several executives evaluate the marketing strategy of the dessert group at Paradise Foods. Implications of a decision against launching a new product to protect the market share of an existing product are discussed.

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Bibliographic Details
Published in:Harvard business review 1988-09, Vol.66 (5), p.10
Main Authors: Star, Steven H, Urban, Glen L
Format: Magazinearticle
Language:English
Subjects:
Marketing
Strategic planning
Online Access:Get full text
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Description
Summary:Several executives evaluate the marketing strategy of the dessert group at Paradise Foods. Implications of a decision against launching a new product to protect the market share of an existing product are discussed.
ISSN:0017-8012