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Mark's Dilemma Bringing A New Product To Market, A Case Study, Larry E. Watkins, Roxanne Stell

Mountain Plains Journal of Business and Technology

Mark Thatcher sat by the side of the fast-flowing Colorado River deep in the Grand Canyon immersed in thought. It was appropriate that this was the location he had chosen to make one of the most important decisions of his business life. After all, it was the five years he spent as a guide/boatman on this very river that had given him the idea for his sport sandal. He had experienced first-hand the difficulties of wearing shower sandals (“flip-flops”) in an environment characterized by mud and swift water. And “sneakers” didn’t work much better. Although they usually stayed on the …