Solved Case Analysis: Philips Lighting Company: The Earth Light by Paul W. Farris, Sheryl Gatto, Tamara Harvey

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Description

This case describes the introduction and marketing of an extended-life fluorescent bulb to replace incandescent bulbs. With the new bulb selling at retail for $15 to $20, successful marketing of the new bulb will require a major change in buying habits of both consumers and the trade.

Publishing Authority:

Darden Business Publishing – University of Virginia

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