Case Map for Boyd, Walker, Mullin & Larreche: Marketing Management: A Strategic Decision-Making Approach
نویسنده
چکیده
Chapter 1: The Marketing Management Process Abstract Sendwine.com : Thomas R. Eisenmann, Charmaine Ess, Ann O'Hara Product #: 800211 Length: 23p Teaching Note: 801198 How should Sendwine.com spend the venture capital money it attracted? Should the company consolidate its niche position in wine gift-giving? Or should it aggressively expand into new gift-giving categories under the "Send.com" name? Learning Objective: To familarize students with the strategic and organizational challenges facing an early-stage Internet venture, especially the challenge of building consumer trust and the decision about whether to diversify.
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