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A new fruit quality system comes to market : a market entry case study

conference contribution
posted on 06.12.2017, 00:00 by Arthur JacksonArthur Jackson, Gregory FerrisGregory Ferris
This Market Entry Case picks up this new technology marketing case study as the venture moves into the serious business of being a commercially viable contestant. The case considers the potential of the Near Infra Red (NIR) spectroscopy technology to revolutionise the fruit markets of the world as well as the realities of trying to change existing practices and culture. The dilemma of first-mover advantage as compared to learning from the mistakes of early competitors is included. Various possible business models are introduced. The case also asks the students to relate new product/service launch theory to the NIR grading product and calibration service. An Instructors Note is available.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Parent Title

Proceedings of the 16th ANZAM Conference : enhancing business and government capability : refereed papers, Beechworth, Victoria, 4-7 December 2002.

Start Page

1

End Page

6

Number of Pages

6

Start Date

01/01/2002

Finish Date

01/01/2002

ISBN-10

0975016601

Location

Beechworth, Vic.

Publisher

ANZAM

Place of Publication

Melbourne, Vic.

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Faculty of Business and Law; International conference;

Era Eligible

Yes

Name of Conference

Australian and New Zealand Academy of Management. International conference