Green Cover: Planning to Go Big – B
Description:
Private equity partners Marshall Turtle and Claudia Bing were considering an investment in nontoxic interior paint provider Green Cover. But they had questions about the firm’s value proposition from the customer point-of-view. They contacted a quantitative research firm and set about measuring Green Cover’s customer value proposition through conjoint analysis. Students analyze conjoint data to draw conclusions.
Type: Case
Dataset: Included
Pages: 11
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