Solved Case Analysis: Smoke and Mirrors A by Tom Cross


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The CEO of Exhaust Tech, the worldwide leader in exhaust systems, has directed the newly appointed head of marketing to advertise and market a new product that is less expensive to manufacture but has no real consumer benefits other than the lifetime guarantee that no longer offers any competitive differentiation. The head of marketing prefers another product and feels he is being pressured into inventing something out of nothing to launch this new product.

Publishing Authority:

Darden Business Publishing – University of Virginia


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