In January 2002, Anheuser-Busch to launch Bacardi Silver, new premium malt beverage. Marlene Coulis, director of new products for Anheuser-Busch, have to decide what steps it should take to ensure the successful launch of a new product. In particular, it must decide how much money to invest in start-up. "Hide
by Mark Parry, Melanie Jones Source: Darden School of Business 19 pages. Publication Date: January 10, 2005. Prod. #: UV2956-PDF-ENG
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