Planet Reebok (A)

Case Solution

John A. Quelch, Jamie Harper
Harvard Business School ()

Reebok International Ltd. is preparing to launch its first global advertising campaign for “Planet Reebok” in three European countriesFrance, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The company conducted market research on the Planet Reebok concept in the three countries.

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