03130nam a22004811i 4500 000708867 CaToSAGE 20240202172917.0 20211005154348.4 m o d cr un||||||||| 211005s2020 enka fob 001 0 eng d NEZPRACOVANÝ IMPORT 9781529790443 (ebook) : No price (OCoLC)1277087221 CaToSAGE eng CaToSAGE rda pn UtOrBLW HF5415.1255 .T46 2020 658.827 23 Thomas, Sujo, author. Brand building a "premie" care product line : Nurtured by Design / Sujo Thomas, Sushmita Suggala. London : NeilsonJournals Publishing, 2020. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Business Cases Originally Published InThomas, S., & Suggala, S. (2020). Brand Building a "Premie" Care Product Line: Nurtured by Design. Journal of International Business Education, 15(1), 317-330. JIBE15-0CS2. Includes bibliographical references and index. This case portrays the journey of Dr. Jackson, who after her own stressful experience of giving birth prematurely ("premie"), established the company Nurtured by Design (NBD) in 2001. The first brand was launched in 2004 followed by the launch of further brands in the coming years. The products were designed ergonomically and aimed at helping hospital staff, mothers and parents provide essential care and comfort for prematurely born babies. After a successful launch, NBD had to then decide on the next phase and manage growth carefully by meeting certain key targets. In 2018, NBD undertook a rebranding exercise for all the brands under its portfolio. It was crucial for the company to evaluate the growth opportunities and prepare a strategy to create further brand awareness. A priority was always to strike a balance between the social and business goals. However an extended focus on social outcomes could lead to losses, whereas focusing heavily on business outcomes would be a deviation from Dr. Jackson's dream of creating a better world for prematurely born babies across the world. NBD had to overcome these and other challenges to further build and develop a successful brand while facing a complex business environment both domestically and internationally. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Branding (Marketing) Case studies. Premature infants Home care Case studies. Premature infants Hospital care Case studies. Suggala, Sushmita, author. SAGE Business. Cases. SAGE Knowledge https://sk.sagepub.com/cases/brand-building-a-premie-care-product-line-nurtured-by-design Plný text SBC EB NEPOSILAT EB