Business Case Studies & Business Publications

DowBrands Ziploc: The Case for Going Int...

Gale, Christopher

Case

DowBrands Ziploc: The Case for Going International

Gale, Christopher

M-0381 | Published April 2, 1990 | 25 pages Case

Collection: Darden School of Business

Add To Cart Buy Now

Product Details

Product Overview
Learning Objectives

The new vice president for international at DowBrands is considering a major introduction in Europe of the company's highly successful food-storage bag (Ziploc). Substantial marketing-research data are inconclusive about the product's potential, and foreign managers are not enthusiastic about the need/prospects for this product in countries where consumers have different food-shopping/preparation habits. The vice president, however, points out that this was the case for Ziploc during its introduction in the United States, and believes that the U.S. experience is transferable to the current European situation.