If, as recent research at Young & Rubicam indicates, most brands are like bubbles that are about to burst, marketers need to retrench and change their MO—and fast. The problem: Consumer spending was ...
Eisenmann, Thomas R., Shikhar Ghosh, and James K. Sebenius. "Keurig: Confidential Information for Negotiation with Green Mountain Coffee Roasters." Harvard Business School Case 812-102, December 2011.
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