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Use of a Test Market to Ensure the Success of a New Concept in the Public House Sector A Case Study

Use of a Test Market to Ensure the Success of a New Concept in the Public House Sector A Case Study Studies an attempt by Bass a UK brewing giant to develop their future catering strategy to cater for expanding demand, introduce controls and procedures to a suitably trained workforce and identify and implement catering concepts which change their profile from followers to innovators by trialling their concept proposals in 1991 in 32 public houses divided amongst two of their operating regions. Examines the objectives, the selection of the test area and trial houses, the monitoring and results of the trials and the Bass strategy for the future. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Use of a Test Market to Ensure the Success of a New Concept in the Public House Sector A Case Study

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008588
Publisher site
See Article on Publisher Site

Abstract

Studies an attempt by Bass a UK brewing giant to develop their future catering strategy to cater for expanding demand, introduce controls and procedures to a suitably trained workforce and identify and implement catering concepts which change their profile from followers to innovators by trialling their concept proposals in 1991 in 32 public houses divided amongst two of their operating regions. Examines the objectives, the selection of the test area and trial houses, the monitoring and results of the trials and the Bass strategy for the future.

Journal

International Journal of Wine MarketingEmerald Publishing

Published: Jan 1, 1992

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