Brita Clorox to skillfully uses a wave of security problems on the water, rising home water (filtered) business from start up to 15% penetration of U.S. households in ten years. The dilemma in the event that there is a period of increasing returns seems to be coming to an end, and the management should use its legacy installed base and strong brand, to take the business forward in a less friendly environment. Students can simulate the connection between the initial demand for the pitchers, and the derived demand for filters to decide where they want to put future investments. "Hide
by John Deighton Source: HBS Premier Case Collection 18 pages. Publication Date: August 30, 1999. Prod. #: 500024-PDF-ENG
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