Gillette is trying to decide whether to enter the fast growing business blank recording cassette. The Vice President of New Business Development is used to develop a marketing plan as the basis for a go / no go decision loaded. In part, the question is whether Gillette can transfer its high level of expertise to a new but related market. The problem is exacerbated by the rapid changes characteristic of a market early in its life cycle.

Gillette is trying to decide whether to enter the fast growing business blank recording cassette. The Vice President of New Business Development is used to develop a marketing plan as the basis for a go / no go decision loaded. In part, the question is whether Gillette can transfer its high level of expertise to a new but related market. The problem is exacerbated by the rapid changes characteristic of a market early in its life cycle.
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from
Stephen H. Stern
Source: Harvard Business School
11 pages.
Release Date: 1 January 1974. Prod #: 574058-PDF-ENG
Gillette Safety Razor Division: Blank Cassette Project HBR case solution