Case Study: Benecol: Raisio's Global Neutriceutical - What are the complexities of penetrating global markets when the product is difficult to classify, when time is of the essence, and value fleeting? Moffett and Howard's case offers a very detailed analysis of how the parent company may profit from the global introduction of Benecol, and how marketplace analysts value a firm like Raisio
Year of publication: |
1999
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Authors: | Moffett, Michael H. ; Wolff Howard, Stacey |
Published in: |
Thunderbird international business review. - New York, NY : Wiley, ISSN 1096-4762, ZDB-ID 14116571. - Vol. 41.1999, 6, p. 693-720
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