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Exterior, Inc. – A

By March 24, 2018April 8th, 2021No Comments

Exterior, Inc. - A

Exterior, Inc. – A


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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  5. Click under Content Type “articles and cases”
  6. Click under Discipline “Business Management”
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