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Scott C. Ensign
Spin-off or spinning out of control? Canica Design Inc.
Ensign, P.C., Lunney, A.R.
published: 2010 | Research publication | Journal Article
Faced
with a direct competitive challenge, Canica Design Inc.’s Executive Vice
President, Alden Rattew, and his team must navigate unique pressures and
expectations to protect the company’s flagship product. He is tasked with
delivering strategic recommendations to respond to the competition and ensure
the company’s position in the marketplace. How can it shore up or improve
market position? Should Canica respond by trumping their own product? Will this
build or dilute brand recognition?
Download: PDF (591k) JSB&E.pdf
revised Jan 1/10
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