Solved Case Analysis: DowBrands Ziploc: The Case for Going International by Christopher Gale

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Description

The new vice president for international at DowBrands is considering a major introduction in Europe of the company’s highly successful food-storage bag (Ziploc). Substantial marketing-research data are inconclusive about the product’s potential, and foreign managers are not enthusiastic about the need/prospects for this product in countries where consumers have different food-shopping/preparation .

Publishing Authority:

Darden Business Publishing – University of Virginia

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