Abstract
On 7 January 1988, Leonard D. Spelt, Marketing Manager of Philip Morris K.K. (PMKK), had gathered his marketing team at the PMKK headquarters in Tokyo to discuss the recent decision of competitor R.J. Reynolds to introduce a ¥2001 cigarette brand in the Japanese market. After having reviewed and discussed all the options available, Leo Spelt had returned to his office to ponder the various alternatives which had surfaced during one of the most exhausting meetings he had had in Tokyo.
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© 1999 Palgrave Macmillan, a division of Macmillan Publishers Limited
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Turpin, D., Shen, X. (1999). Competing in Deregulated Markets. In: Turpin, D., Shen, X. (eds) Casebook on General Management in Asia Pacific. Palgrave, London. https://doi.org/10.1007/978-1-349-27474-1_2
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DOI: https://doi.org/10.1007/978-1-349-27474-1_2
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-71792-9
Online ISBN: 978-1-349-27474-1
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