Publications
Publications
- January 1974 (Revised January 1987)
- HBS Case Collection
Gillette Safety Razor Division: Blank Cassette Project
Abstract
Gillette is trying to decide whether to enter the fast-growing blank recording cassette business. The vice president of new business development is charged with developing a marketing plan to be used as the basis for a go/no go decision. In part, the issue is whether Gillette can transfer its distinct competence to a new but related market. The problem is compounded by the rapid changes characteristic of a market early in its life cycle.
Keywords
Organizational Change and Adaptation; Marketing Strategy; Market Entry and Exit; Consumer Products Industry
Citation
Star, Steven H. "Gillette Safety Razor Division: Blank Cassette Project." Harvard Business School Case 574-058, January 1974. (Revised January 1987.)