A programme of business research across Europe, with critical decisions on capital investment and marketing activity dependent on the results

Date of publication: June 15, 1984

Abstract:

The brief for this research project came from the Brussels based product manager responsible for commercial stationery products. A new commercial product had been launched with great success in the USA in 1980 and then gradually released to Europe, country by country, during the following two years. In the United States a retail consumer range of products of a related kind has now been introduced, and an overall objective of the research was to judge whether any country in Europe was ready to take the step into the retail market.

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