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Have you caught on to the “Dip and Squeeze”?
Companies are ever evolving to create innovative and differentiated products that offer unique advantages to consumers. One way for companies to evolve is to offer “new and improved” products to...
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Twist, Lick, But No Slam Dunk: Oreo’s Challenges in China
In 1996, Kraft Foods launched the Oreo cookie in China. Assuming Chinese consumers would instantly take to the beloved American cookie, Kraft initially pursued a market development strategy by...
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Are Leather Shoes the Secret of Din Tai Fung?
Based originally in Taiwan, Din Tai Fung is a world-renowned restaurant chain which serves famous foods such as Xiao Long Bao (steamed pork dumplings) and steamed chicken soup. In the past, the top...
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Could “Osiao” Bring a New Face to Estée Lauder?
While most multinational companies simply create new products specifically for the Chinese market, the Estée Lauder Company takes further action working on a new line specifically designed for Chinese...
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Fiat – Fashion Accessory or Unnecessary?
During a thirty-year hiatus, the Italian car company Fiat decided now would be a good time to break into the U.S. car industry. By using a market development strategy with Fiat’s current “infamous”...
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Live For Fashion, Literally
Hövding, a Swedish helmet maker, has introduced a new product to the bike market known as the “invisible” Bike Helmet. Targeted at those who love to ride but are also fashion advocates and hate the...
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