3D printing throws a wrench in the works for the Craftsman brand /

Frances, a marketing consultant, was contacted by a former colleague, Rupert, who is now the brand manager for Craftsman tools. Rupert is concerned about a video depicting the apparent 3D printing of a Craftsman wrench. The case deals with the current and future impact of 3D printing and social medi...

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Bibliographic Details
Main Authors:	Allen, Charlotte, active 2019 (Author), Harden, Gina (Author), Fisher, Warren W. (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2019.
Series:	SAGE Knowledge. Cases.
Subjects:	Stanley Black & Decker Inc. Product management > Study and teaching > Activity programs. Product management > Case studies. Three-dimensional printing > Economic aspects > Case studies. Produits commerciaux > Gestion > Étude et enseignement > Méthodes actives. Produits commerciaux > Gestion > Études de cas. Impression tridimensionnelle > Aspect économique > Études de cas. Product management Electronic books. Case studies Case studies. Études de cas.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	Frances, a marketing consultant, was contacted by a former colleague, Rupert, who is now the brand manager for Craftsman tools. Rupert is concerned about a video depicting the apparent 3D printing of a Craftsman wrench. The case deals with the current and future impact of 3D printing and social media on branding, business strategy, and distribution. Students are put in the situation of a marketing consultant who must determine what advice to impart to the Craftsman brand manager as he navigates the impacts of emerging technologies.
Physical Description:	1 online resource.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781526469366 1526469367