Perdue Farms, a highly successful marketer branded chicken, considering the introduction of chicken hot dog on the market. The decision is complicated by several factors, including the problem of top management and the environment, the potential consequences of a hot dog for a quality image of the company, the uncertainty of market reaction, uncertainty about how to position a new product, the possible objections consumer use of mechanically deboned meat, and the uncertainty of profitability on the recommended levels of spending on marketing.
This Darden study. "Hide
by Lawrence ring Source: Darden School of Business 15 pages. Publication Date: 02 April 1991. Prod. #: UV0436-PDF-ENG
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