Emerge Magazine: The Business of Ethnic Publishing
Geraldine R. Henderson
University of Texas at Austin - Red McCombs School of Business
affiliation not provided to SSRN
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.
Number of Pages in PDF File: 18
Keywords: diversity, management of, entrepreneurship, market position, segmentation, positioning
Date posted: October 21, 2008