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?
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