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Manubrand international

Author: Dawar, Niraj ; De Groote, XavierINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1996.Language: EnglishDescription: 5p.Type of document: INSEAD CaseAbstract: Marketing-manufacturing decisions need to be made by a branded goods manufacturer who is faced with the possibility of producing a private label for a retailerPedagogical Objectives: To demonstrate the impact of decisions taken by marketing/manufacturing on the firm as a whole. Often, in their interest to optimize their function, the functional areas will make decisions detrimental to the organization as a whole
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To demonstrate the impact of decisions taken by marketing/manufacturing on the firm as a whole. Often, in their interest to optimize their function, the functional areas will make decisions detrimental to the organization as a whole

Marketing-manufacturing decisions need to be made by a branded goods manufacturer who is faced with the possibility of producing a private label for a retailer

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