Stephen H. Star
Harvard Business School (574058-PDF-ENG)
January 01, 1974
Gillette is trying to decide whether to enter the growing business of empty cassette tapes. The Vice President of New Business Development is tasked with developing a marketing plan that will serve as the basis for a decision to continue or not. In part, the question arises as to whether Gillette can transfer his signature experience to a new but related market. The problem is compounded by the rapid changes that are characteristic of a market early in its life cycle.
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