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Eurocellular (A), (B), (C)

Author: Parker, Philip M. INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD European Centre for Executive Development (CEDEP) 1990.Language: EnglishDescription: 30 p. + 15 p. + 2 p.Type of document: INSEAD CaseAbstract: Analyses the penetration rates of cellular mobile telephones across 19 European countries. Projections of penetration are inputs to larger strategic issues. Specific topics raised include new product forecasting on an international basis, measuring the impact of pan-European integration, and understanding/ estimating underlying reasons for which penetration may be high in one country and low in another. The integration of cross-cultural effects and diffusion patterns can be introduced. Case A provides an introduction to the problem areas and potential tasks to be undertaken. Cases B and C can be used as "solutions" or teaching notes to Case A, or as documents for further class discussion.Pedagogical Objectives: Originally developed for a course in international marketing strategy while focusing on issues of international primary and secondary marketing research, segmentation and strategic country selection decisions. It is also suitable for courses on marketing models and marketing research. No information is disguised in this case study.
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Originally developed for a course in international marketing strategy while focusing on issues of international primary and secondary marketing research, segmentation and strategic country selection decisions. It is also suitable for courses on marketing models and marketing research. No information is disguised in this case study.

Analyses the penetration rates of cellular mobile telephones across 19 European countries. Projections of penetration are inputs to larger strategic issues. Specific topics raised include new product forecasting on an international basis, measuring the impact of pan-European integration, and understanding/ estimating underlying reasons for which penetration may be high in one country and low in another. The integration of cross-cultural effects and diffusion patterns can be introduced. Case A provides an introduction to the problem areas and potential tasks to be undertaken. Cases B and C can be used as "solutions" or teaching notes to Case A, or as documents for further class discussion.

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