Exterior, Inc. - A
Description:
Exterior Inc. was an innovative, premium-price roofing manufacturer. But by 2014, a declining housing market and foreign competition had shrunk its market share. CEO Mike Montgomery was presented with two strategy options: increase prices or invest in R&D. Not only was Montgomery unsure which option to select, he wasn’t sure either captured Exterior’s most critical customer value drivers.
Type: Case
Pages: 6
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