02559nam a2200481 i 4500 000710902 StDuBDS 20240202172917.0 20160518115713.0 m||||||||d|||||||| cr ||||||||||| 160408s2016 enka fo 000|0|eng|d NEZPRACOVANÝ IMPORT 9781473960459 (ebook) : No price (OCoLC)1017726283 StDuBDS eng StDuBDS rda pn HF5415.153 658.575 23 Hennessy, Julie, author. Kookaburra cricket bats : dealing with cannibalization / Julie Hennessy. [London] : SAGE, 2016. 1 online resource : illustrations (black and white, and colour). text rdacontent still image rdacontent computer rdamedia online resource rdacarrier SAGE knowledge. Cases Originally Published in: Hennessy, J. (2012). Kookaburra Cricket Bats: Dealing with Cannibalization (Case revised 15/12/2014). 3-112-002. Evanston, IL: Kellogg School of Management at Northwestern University. This exercise is one in a series intended to help students learn how to perform financial calculations in marketing contexts. Kookaburra, a maker of cricket equipment popular in Australia, New Zealand, the United Kingdom, South Africa, and India, was considering two strategies for positioning a new cricket bat in India. Both strategies would cannibalize current sales, and Lulu Popplewell, category manager responsible for the Indian market, needed to calculate the financial impact of both to determine which one she would recommend. This exercise poses a fictional problem about branding strategy on a new product, and asks students to consider the financial impact of different branding strategies and cannibalization rates. Description based on online resource; title from home page (viewed on April 27, 2016). elektronické knihy fd186907 czenas electronic books eczenas Kookaburra (Firm) New products Marketing Case studies. New products Management Case studies. Business forecasting Case studies. SAGE knowledge. Cases. SAGE knowledge https://sk.sagepub.com/cases/kookaburra-cricket-bats-dealing-with-cannibalization Plný text SBC EB NEPOSILAT EB