Complete Case details are given below :
Case Name : Glaxo Italia, S.p.A.: The Zinnat Marketing Decision
Authors : Robert F. Bruner
Source : Darden School of Business
Case ID : UV0075
Discipline : Finance
Case Length : 21 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
This crossfunctional case in economics and finance highlights the concerns about protection of intellectual property rights as well as competition from traditional retailers in Shanghai’s prime shopping venue. It begins with the history that led to Xiangyang Market’s development, and concludes with a description of the future of the market. Located at the center of the shopping district in the trendy former French concession in Shanghai, the market is considered a shopper’s paradise by many foreign visitors. This open-air bazaar is known for the incredible deals on quality knockoffs of designer products. The case includes an account of the shopping experience of two American tourists, giving details of their discoveries and bargaining sessions in the market.
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