McCarthy, Breda (2003) Carbery Milk products: the use of focus group research in the development of new products [case study]. In: Domegan, Christine, and Fleming, Declan, (eds.) Marketing Research in Ireland: theory and practice. Gill & Macmillan, Dublin, Ireland, pp. 167-170.

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Abstract

[Extract] Introduction: Company Background. The West Cork-based company, Carbery Group, has been making cheddar cheese since 1968. Today it is Ireland's largest exporter of cheese. In the late 1980s, Carbery made a strategic decision to reduce its dependency on cheddar, which is largely a commodity product, and diversify into new value-added cheeses.

Item ID:	39453
Item Type:	Book Chapter (Teaching Material)
ISBN:	978-0-7171-3489-X
Keywords:	marketing research, focus groups
Related URLs:	Publisher
Additional Information:	This teaching case study is included as part of Chapter 5 In: Christine Domegan and Declan Fleming (eds.) 2003. Marketing Research in Ireland: theory and practice. Gill & Macmillan, Dublin and Ireland.
Date Deposited:	19 Jul 2015 23:17
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology @ 100%
SEO Codes:	97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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