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ERIC Number: EJ972763
Record Type: Journal
Publication Date: 2011
Pages: 7
Abstractor: As Provided
Reference Count: N/A
ISSN: ISSN-1052-8008
Libert-E Motor
Sieloff, Susan F.; Kinnunen, Raymond; Chevarley, Joseph
Marketing Education Review, v21 n3 p289-295 Fall 2011
Kei Yun Wong has big dreams. She has been entrusted with the United States launch of Libert-E Motor, a new line of Chinese-manufactured electric scooters. With only $750,000 of her original budget of $3 million left, she needs to make sure that the launch succeeds, as it represents the initial step in her desire to create the first Chinese global brand. The case is effective in allowing students to perform a macro-environmental and opportunity analysis to determine the factors that result in a successful launch and implementation of marketing strategy. (Contains 1 table and 3 figures.)
M.E. Sharpe Inc. 80 Business Park Drive, Armonk, NY 10504. Tel: 800-541-6563; Tel: 914-273-1800; Fax: 914-273-2106; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Hong Kong; United States