Explain the rationale to enter a mature market with a successful and established brand, the GustBuster. Has
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- Explain the rationale to enter a mature market with a successful and established brand, the GustBuster.
- Has Senz turned its back on regional and national governments by manufacturing in China? The objective of incubators is to encourage economic growth locally.
- This case raises important policy issues regarding how countries encourage employment and new business start-ups. Senz has decided to manufacture in China rather than The Netherlands. What, if anything, can governments do to encourage manufacturing at home?
- Should universities be encouraging students to start their own businesses or to go and work for companies such as Shell/Unilever?
- Was it the technology that won customers, the design or both?
- How significant was the university association for the entrepreneurs? Could they have succeeded without the university?
- Should Senz have sought a licensing deal with Adidas, North Face or Berghaus?
- Senz Technologies has had limited success outside umbrellas. Why?
- The pricing of the product seems to have limited its mass appeal. Why?
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