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When Scott Paper couldn't compete with Fort Howard Paper Co. on price for the lucrative ...

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When Scott Paper couldn't compete with Fort Howard Paper Co. on price for the lucrative ...

When Scott Paper couldn't compete with Fort Howard Paper Co. on price for the lucrative institutional toilet tissue market, it decided to differentiate by making larger rolls of paper and providing institutional customers with free dispensers. This is an example of ________.

• perceptual mapping

• disruptive technology

• incremental innovation

• customer-driven engineering

• fragmented markets

Textbook

Marketing Management

Edition: 13^th

Authors: Kotler, Keller

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