Research Article
Marketing research of Y city for venture investment
1 Professor, Dept. of Business Administration, Yonsei University, 2 Full time lecturer, Dept. of Business Administration, Cheonan University, 3 Senior researcher, Research Institute of Business Administration, Yonsei University
Published: August 2002 · Vol. 6 No. 1 · pp. 142-164
Full Text
Abstract
This case is about marketing research of Y city for venture company investment. Generally analyses for venture investment focus on technology and financial evaluation. But Y city tried to invest lots of money in the clover accessory company. So Y city mainly researched consumers’ responses in detail. In addition, financial analyses such as break-even point analysis were done.