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Location Call # Volume Status
 E-BOOK      
LINK(S):
Available via SAGE Knowledge; click here for access
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Author Chetan Soman, author.
Title Marco Crumbs BV / Chetan A. Soman.
OCLC SAGE000000229
ISBN 9781473993914 (ebook)
Publisher London : SAGE Publications Ltd, 2017.
Description 1 online resource : illustrations.
LC Subject heading/s Bread industry -- India -- Ahmadabad -- Case studies.
Marco Crumbs BV.
New products -- India -- Ahmadabad -- Case studies.
General note Originally published: Soman, C. (2014). Marco Crumbs BV. PROD0301. Ahmedabad: Indian Institute of Management, Ahmedabad.
Bibliography Includes bibliographical references and index.
Summary On a windy and extremely cold December day, Ruud van Basten, vice-president manufacturing, was preparing for a likely stormy meeting with marketing vice-president Dirk Jan Gullit and his team later in the week to discuss introducing a new type of extrusion breadcrumbs. He was looking back at what happened in last 10-12 years. It was exciting in the beginning. It was necessary to introduce more products than producing our plain-vanilla type breadcrumbs. It was becoming a commodity product with so many suppliers and very little margin. Introducing more-and-more products was alright till 3-4 years ago. However, our great marketing department now thinks that it is possible to produce anything under the sun. First of all, they keep on adding new products every now and then but I dont recall them dropping any of the products. Secondly, they always come up with wrong forecasts and still complain that we are not responsive in ensuring timely availability of the products.
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