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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.
title = "SENZ Umbrellas: taking the world by storm",
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.",
Onderzoeksoutput: Andere bijdrage › Overige bijdrage › Andere onderzoeksoutput
TY - GEN
T1 - SENZ Umbrellas: taking the world by storm
AU - Smits, A.A.J.
AU - Bodewes, W.
PY - 2011
Y1 - 2011
N2 - 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.
AB - 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.