Smoke and Mirrors (A)
Cross, Tom
Smoke and Mirrors (A)
OB-0948 | Published February 27, 2008 | 6 pages Case
Collection: Darden School of Business
Product Details
The CEO of Exhaust Tech, the worldwide leader in exhaust systems, has directed the newly appointed head of marketing to advertise and market a new product that is less expensive to manufacture but has no real consumer benefits other than the lifetime guarantee that no longer offers any competitive differentiation. The head of marketing prefers another product and feels he is being pressured into inventing something out of nothing to launch this new product.
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