SENZ Umbrellas: taking the world by storm

A.A.J. Smits, W. Bodewes

Research output: Other contributionOther research output

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Abstract

This case describes the start-up of SENZ Umbrellas, a Dutch venture founded by three graduates of Delft University of Technology (the Netherlands) who aimed to introduce an asymmetrical, storm-proof umbrella onto a mass-market where product innovation was limited. It demonstrates the marketing challenges start-ups face in bringing an innovative consumer product to market. In particular, the case focuses on how to promote a new consumer product and create brand awareness when resources are limited. This case can be used both in entrepreneurship courses to illustrate marketing issues common to the ‘start-up’ stage, and in strategic marketing programmes.
Original languageEnglish
PublisherECCH
Publication statusPublished - 2011

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Marketing
Start-up
Consumer products
Start-ups
Product innovation
Venture
Resources
Entrepreneurship
The Netherlands
Brand awareness
Strategic marketing

Cite this

Smits, A. A. J., & Bodewes, W. (2011). SENZ Umbrellas: taking the world by storm. ECCH.
Smits, A.A.J. ; Bodewes, W. / SENZ Umbrellas: taking the world by storm. 2011. ECCH.
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Smits, AAJ & Bodewes, W 2011, SENZ Umbrellas: taking the world by storm. ECCH.

SENZ Umbrellas: taking the world by storm. / Smits, A.A.J.; Bodewes, W.

ECCH. 2011, .

Research output: Other contributionOther research output

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