Consider a magazine’s positioning – it needs to lie somewhere between global and local, between hard news and soft news, and in the right place to deal with the competition. Professor Hellmut SchÃ¼tte and Jocelyn Probert examine Asiaweek’s positioning, its history and how it struggled to strike a balance in its Asian market.
Content: Case Study | Authors: Hellmut Schütte, Jocelyn Probert | Source: INSEAD | Subjects: International, Marketing / Sales | Industry: Publishing | Company: Asiaweek
BASF is a multi-national producer of petro-chemicals that has enjoyed a comfortable, well-padded history of success in the packaging industry. The company’s product Styropor®, one of the few branded chemicals on the market, is a commodity – somewhat like Lycra®. The authors explain BASF’s problem in this case study: since Styropor®, by nature, costs more than similar products produced locally in China, it needs to … [ Read more ]
Content: Case Study | Authors: Hellmut Schütte, Jocelyn Probert | Source: INSEAD | Subjects: International, Marketing / Sales | Industry: Petro / Chemical | Company: BASF