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Medtronic plc: Combating the Grey Market
Kersi Antia; Vivek AstvanshCase IVEY-9B16A003-EMarketing, StrategyIn September 2015, the marketing manager of the Advanced Surgical Solutions Division at Medtronic plc (Medtronic), Kingdom of Saudi Arabia (KSA), weighs his options as to how best to respond to yet another instance of “grey marketing,” that is, the unauthorized distribution of genuine branded products. The rampant parallel importation of one of Medtronics’ best-selling products—LigaSure Vessel Sealing instruments—has resulted in a much smaller-th...Starting at €8.20
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Zheng Shan Tea Company: Growing the Home Market
Baoheng Wang; Kersi Antia; Vivek AstvanshCase IVEY-9B16A013-EMarketing, StrategyIn 2014, Zheng Shan Tea Company, a Chinese tea producer and exporter, noticed an increase in the consumption of black tea, particularly among mainstream, middle-class consumers in China. The company wondered how it could increase its sales and leverage the growing popularity of black tea. The company’s brand director recognized the potential opportunities, but realized that she had two significant challenges. First, because the company had histor...Starting at €8.20
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Zheng Shan Tea Company: Growing the Home Market - Teaching Note
Baoheng Wang; Kersi Antia; Vivek AstvanshTeaching Note IVEY-8B16A013-EMarketingTeaching Note for product 9B16A013.Starting at €0.00