Estimating Demand in Emerging Markets for Kodak Express

Case Solution

David Currie, Ilan Alon
Ivey Publishing ()

This case involves an executive who needs to estimate demand for Kodak Express outlets in various developing countries based on socio-economic and demographic data for the countries. The case requires students to think about how data at the national level (GDP per capita, population, income distribution) can be converted into a form that is meaningful to a management decision. In this case, it can be effectively achieved by modeling on a spreadsheet.

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