What is it about?
This case deals with the events surrounding branding and positioning of a compact fluorescent lamp (CFL) by a multinational company settled in Mexico.
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Why is it important?
After working in a private–public partnership (PPP) that deployed millions of CFLs in the Mexican market, the company is now striving to understand customer repurchase behaviour.
Perspectives
This case is oriented to undergraduate (BA) students taking courses in marketing strategy, branding, new product development and market research. This study's task is to enhance student's ability to perform functional marketing analysis; to frame issues according to a given business model to solve the problems that organizations face in developing innovative products; and to propose alternate courses of action and formulate competitive marketing strategies.
Pável Reyes-Mercado
Universidad Anahuac Mexico Norte
Read the Original
This page is a summary of: Efficient lighting: reactivating the market through consumer stimulus, Emerald Emerging Markets Case Studies, October 2014, Emerald,
DOI: 10.1108/eemcs-10-2013-0191.
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