Emerge Magazine: The Business of Ethnic Publishing

18 Pages Posted: 21 Oct 2008  

Geraldine R. Henderson

University of Texas at Austin - Red McCombs School of Business

Cheri Cannon

affiliation not provided to SSRN

Abstract

This case can be used to show students the importance of market definition, segmentation, targeting, and positioning to the success of a firm. It may also be used to (re)introduce students to the issues surrounding marketplace diversity.

Keywords: diversity, management of, entrepreneurship, market position, segmentation, positioning

JEL Classification:

Suggested Citation

Henderson, Geraldine R. and Cannon, Cheri, Emerge Magazine: The Business of Ethnic Publishing. , Vol. , pp. 1-18, . Available at SSRN: https://ssrn.com/abstract=910103

Geraldine R. Henderson (Contact Author)

University of Texas at Austin - Red McCombs School of Business ( email )

Austin, TX 78712
United States

Cheri Cannon

affiliation not provided to SSRN

No Address Available

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