Market entry of over-the-counter nutritional supplement – a case study from Thailand
Patama Sangwongwanich, Winai Wongsurawat
Informasi Umum
Kode
24.10.611
Klasifikasi
658.8 - Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Jenis
Case Studies
Subjek
Marketing Management
No. Rak
Dilihat
224 kali
Informasi Lainnya
Abstraksi
How can health products such as multivitamins and other nutritional supplements make headway into emerging markets that are moving up the ranks of middle-income economies? This case study investigates the case of Thailand, a country that in the early 1990s registered a per capita income comparable to Vietnam and Laos and Cambodia today. It illustrates, through the real experience of Pat – an executive of a local subsidiary of an American multinational pharmaceutical company – how a new entrant exploited the rapidly changing economic and retailing environment to become a successful player in an important and growing segment of consumer products.
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | Patama Sangwongwanich, Winai Wongsurawat |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Emerald |
| Kota | New York |
| Tahun | 2021 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
