Bose Corp.: Better Sound through Research or Better Sales through Marketing? |
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"We are not in it strictly to make money. Dr.Bose is extremely eclectic in his research interests. The business is almost a secondary consideration."1 - Bob Maresca, president, Bose Corp. "They've been really successful at distinguishing themselves in the crowded audio marketplace."2 - Ross Rubin, analyst, NPD3. "Bose competes by overwhelming smaller competitors with advertising and marketing - an expense that must cut into its R&D to create quality product."4 - Brad Cook, columnist, brandchannel.com, in an article, in 2003. Introduction
Later, the company established a network of exclusive outlets, called Bose Stores, and shop-in-shops in multi-brand outlets. Initially, the company faced obstacles like lack of funds and lukewarm customer response. Unlike most of its competitors, the company had a limited product portfolio.
Bose Corp.: Better Sound through Research or Better Sales through Marketing? - Next Page>>
1] Olga Kharif, "Selling sound: Bose knows,"
www.businessweek.com, May 15, 2006. |
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