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AgEcon Search >
International Food and Agribusiness Management Review >
Volume 09, Issue 3, 2006 >
Please use this identifier to cite or link to this item:
http://purl.umn.edu/8200
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| Title: | Analyzing Risk and Uncertainty of New Product Marketing: The Case of eMerge Interactive and VerifEYE® |
| Authors: | Gunderson, Michael A.
Roucan, Maud
Boehlje, Michael
Gray, Allan W. |
| Keywords: | risk management
influence diagrams
payoff matrices
decision trees
and real options |
| Issue Date: | 2006 |
| Abstract: | This teaching case focuses on the application of decision tools to assist managers making choices in an uncertain business climate. The case considers the difficult task of introducing a new product into the market. Under consideration is a sophisticated, surface-scanning technology that has applications in the food processing, food retail, and health industry sectors. Management of eMerge Interactive is faced with uncertainties in legislation, demand, and competitor
response. The case can be used as part of a course in strategy and/or risk management where tools such as influence diagrams, scenario and payoff matrices,
decision trees, and real options are introduced. |
| URI: | http://purl.umn.edu/8200 |
| Institution/Association: | International Food and Agribusiness Management Review>Volume 09, Issue 03, 2006 |
| Total Pages: | 11 |
| Language: | English |
| From Page: | 38 |
| To Page: | 48 |
| Collections: | Volume 09, Issue 3, 2006
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Size | Format |
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| 20051048_9.3.B_Formatted.pdf | 301Kb | PDF | View/Open |
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