2 On http://www.sramarketing.com/experience/outdoor/ case_studies/zippo_casestudy.cfm you will find a case story, where Zippo in the late 1990s was
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2 On http://www.sramarketing.com/experience/outdoor/
case_studies/zippo_casestudy.cfm you will find a case story, where Zippo in the late 1990s was repositioned as an essential tool for avid outdoorsmen.
However the outdoor market was entirely new to the Zippo salesforce, who were accustomed to calling on tobacconists and convenience stores. How would you use the PLC concept for this case story?
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Related Book For 
Global Marketing A Decision Oriented Approach
ISBN: 9781408212011
4th Edition
Authors: Svend Hollensen
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