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Efficient lighting: reactivating the market through consumer stimulus

Pável Reyes-Mercado (Department of Doctoral Studies in Management Sciences, EGADE Business School, Tecnológico de Monterrey. Mexico City Campus, Mexico City, Mexico.)
Dr Rajagopal (EGADE Business School, Tecnológico de Monterrey. Mexico City Campus, Mexico City, Mexico.)

Publication date: 1 October 2014

Abstract

Subject area

Marketing.

Study level/applicability

This case is oriented to undergraduate (BA) students taking courses in marketing strategy, branding, new product development and market research.

Case overview

This case deals with the events surrounding branding and positioning of a compact fluorescent lamp (CFL) by a multinational company settled in Mexico. After working in a private–public partnership (PPP) that deployed millions of CFLs in the Mexican market, the company is now striving to understand customer repurchase behaviour. The company executives are struggling with product, technology, and distribution issues. Their primary task is to develop an appealing marketing strategy and a tactical plan in the context of reduced budget and sceptic customers.

Expected learning outcomes

This study's task is to enhance student's ability to perform functional marketing analysis; to frame issues according to a given business model to solve the problems that organizations face in developing innovative products; and to propose alternate courses of action and formulate competitive marketing strategies.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Keywords

Acknowledgements

Authors wish to acknowledge Adrée López for her help in copyediting this case study.

No consent to publish is needed.

Citation

Reyes-Mercado, P. and Rajagopal, D. (2014), "Efficient lighting: reactivating the market through consumer stimulus", , Vol. 4 No. 4. https://doi.org/10.1108/EEMCS-10-2013-0191

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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