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- W326203 abstract "There is very little in marketing literature offering a step-by-step process that could be used as a framework to launch a mature product in a new market. The aim of the following research report is to propose a 'Marketing Framework Theory' with methods and applications for the introduction of a mature product in Australia, with the minimum risk of failure and maximum rate of success. For this purpose, the best research design found for the framework is the 'Single Case Study'. The case study selected is a Japanese multinational organisation called Sanrio. The theory is then applied to the Sanrio organisation. Important information is generated and valuable strategies are suggested to Sanrio. The case study application proves the usefulness of the framework and also shows some areas necessitating further research." @default.
- W326203 created "2016-06-24" @default.
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- W326203 date "1994-01-01" @default.
- W326203 modified "2023-09-27" @default.
- W326203 title "Launching a mature product in Australia: a marketing framework." @default.
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