Gillette Safety Razor Division: Blank Cassette Project

Case Solution

Stephen H. Star
Harvard Business School ()

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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