Launching A Weaning Food in a Developing Country

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dc.contributor.author Amine, Lyn S. en_US
dc.contributor.author Cavusgil, S.Tamer en_US
dc.contributor.author Vitale, Edward en_US
dc.date.accessioned 2016-02-02T09:38:36Z en_US
dc.date.available 2016-02-02T09:38:36Z en_US
dc.date.issued 2016-02-02
dc.identifier.issn 0309-0566 en_US
dc.identifier.uri http://hdl.handle.net/10725/2985 en_US
dc.description.abstract Discusses the various stages in the launch of a new weaning food in Morocco. Highlights inherent problems in marketing a product in Morocco, including government inefficiencies and weaknesses in the retailing infrastructure. Examines the need for a new weaning food in the country due to high levels of malnutrition. Describes the launch of the mew product by the World Health organization and the US Agency for International Development. Discusses the products failure and analyses reasons for this failure including: The Moroccan market environment; The pricing strategy; The distribution strategy; Conflicting aims of the government and the individual entrepreneur. Examines lessons to be learnt from the failure, and techniques to be used in the future including: The conduct of a detailed marketing strategy by an advertising agency. The creation of a focused distribution strategy. Enhance support from the Moroccan government. Concludes that the success of a product in a country like Morocco will depend upon the quality of future marketing planning, and the programme implementation and follow‐up, in addition to the personal commitment of those carrying out the new venture. en_US
dc.language.iso en en_US
dc.title Launching A Weaning Food in a Developing Country en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle The Moroccan Experience Article Options and Tools en_US
dc.author.school SOB en_US
dc.author.idnumber 197529040 en_US
dc.author.woa N/A en_US
dc.author.department Department of Hospitality Management and Marketing (HMKT) en_US
dc.description.embargo N/A en_US
dc.relation.journal European Journal of Marketing en_US
dc.journal.volume 17 en_US
dc.journal.issue 5 en_US
dc.article.pages 44-54 en_US
dc.keywords Developing countries en_US
dc.keywords Marketing strategy en_US
dc.keywords Morocco en_US
dc.keywords Product launch en_US
dc.identifier.doi http://dx.doi.org/10.1108/EUM0000000004832 en_US
dc.identifier.ctation Amine, L. S., Vitale, E., & Tamer Cavusgil, S. (1983). Launching a Weaning Food in a Developing Country: The Moroccan Experience. European Journal of Marketing, 17(5), 44-54. en_US
dc.author.email evitale@lau.edu.lb en_US
dc.identifier.url http://www.emeraldinsight.com/doi/abs/10.1108/EUM0000000004832 en_US

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