Steinways: going to China
Date de publication :
28/11/2001
Langue :
Français
Format :
.doc
Nombre de pages :
9 pages
Sommaire :
Sommaire
- Building reputation and image.
- Excellence and prestige: high quality pianos.
- Honours and rewards.
- Steinway artists.
- Sources of the success.
- What are the firm's practices that provide it with a competitive advantage?.
- How sustainable is steinway's success in the face of intense foreign competition?.
- Marketing approach.
- Value creation : consumer perception.
- Motive creation : consumer motivation.
- Maslow hierarchy of needs.
- Transferability of the firm's practices.
- Future perspectives (for Bruce Stevens).
Résumé :
Cas marketing en anglais.
There are two fundamentals in understanding the origins of the Steinway legacy: technical innovation and marketing. Around 1800 the piano's identity was still in a formative stage, but by the 1850's, the instrument basic structure had been defined. This analysis deals with steinways sources of success, its marketing approach, and its perspectives on Chinese market
There are two fundamentals in understanding the origins of the Steinway legacy: technical innovation and marketing. Around 1800 the piano's identity was still in a formative stage, but by the 1850's, the instrument basic structure had been defined. This analysis deals with steinways sources of success, its marketing approach, and its perspectives on Chinese market
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