Question: CASE STUDY If at First, You Dont Succeed, Try and Try Again? By: Ekaterina Kniazeva Discussion Questions 1.Describe the challenges that Michelle encountered when trying

CASE STUDY If at First, You Dont Succeed, Try and Try Again? By: Ekaterina Kniazeva

Discussion Questions

  • 1.Describe the challenges that Michelle encountered when trying to establish a customer connection with student researchers at an academic biotechnology laboratory. Are these challenges unique to the story presented in this case study? Think about what other areas and industries might have similar difficulties and situations.
  • .2.Outline Bills creative idea for targeting both the academic market and establishing a connection with an international contact. Do you think Bill has a sound plan? What are some other possible approaches he could take?

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