Capital

The French subsidiary of the German publisher Gruner & Jahr, a subsidiary of the Bertelsmann group, is considering launching a new business magazine called CAPITAL. The market seems unattractive, it is new to the company, and the financial risk is high. The case describes the different steps in product development. Students must decide if and how the magazine will be presented. Then CAPITAL was launched and became the business magazine with the highest circulation in Europe.

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