Publications
Publications
- April 1978
- HBS Case Collection
General Foods: Opportunities in the Dog Food Market
Abstract
Illustrates uses of various sources of market and consumer behavior data, including psychographics, product positioning, and market segmentation decisions for a new dog food product. Based on cases by E.T. Popper and L.S. Ward.
Keywords
Product Positioning; Consumer Behavior; Product Development; Consumer Products Industry; Food and Beverage Industry
Citation
Ward, L. Scott. "General Foods: Opportunities in the Dog Food Market." Harvard Business School Case 578-162, April 1978.