Publications
Publications
- May 1980
- HBS Case Collection
Kendall-Vetmat
Abstract
Discusses the role of market research in a product manager's decision process. Traces the development of market research information for the introduction of a new product, and presents a manager's dilemma of receiving market data that are inconsistent with expectations and plans. How should the product manager merge this information with the decision?
Keywords
Citation
Reibstein, David J. "Kendall-Vetmat." Harvard Business School Case 580-148, May 1980.