Case summary:
The case deals with Company C, which is familiar for producing cookware. However, this is not the complete business of the company. It also includes developing glass products, which are sold as components to the manufacturers. Almost all the consumers have own a product, which features Company C’s glass product without recognizing it. The case tells the story of how a product, which was shelved for decades came one of the Company C’s top selling products when one customer pressured Company C into developing the product to meet particular specifications.
To discuss: The management procedures of Company C’s channel and whether Company S and Company A have similar procedures
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