Article | JMR, Journal of Marketing Research | December 2008

To Innovate or Imitate? Entry Strategy and the Role of Market Research

by Elie Ofek and Ozge Turut

Keywords: Innovation and Invention; Strategy; Markets; Research;

Format: Print

Citation:

Ofek, Elie, and Ozge Turut. "To Innovate or Imitate? Entry Strategy and the Role of Market Research." JMR, Journal of Marketing Research 45, no. 6 (December 2008).

For centuries Lafite has been the most admired wine Estate in the world. How does Baron Eric de Rothschild protect this crown jewel in a conservative manner while DBR develops other Chateaux blending wine programs, reaches out to new areas such as China and begins to take a more active interest in the world's number one market—the United States.

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