CASE STUDY GOODYEAR : The Aquatred Launch INTRODUCTION • • • • • HISTORY TAKE OVER INTEREST PAYMENTS 1991 Stanley G Gault INNOVATIVE ASSESS GOODYEAR’S POSITION…

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Goodyear: The Aquatred Launch Tire Industry •      1900-1970 -: 5 major players in the industry , all based in Ohio. Goodyear Firestone Uniroyal BF Goodrich…

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1. Goodyear: The Aquatred Launch HARVARD BUSINESS SCHOOL CASE STUDY 2. What is Aquatred ? It is a new tire providing improved driving traction under wet conditions 3. Major…

1. ABOUT THE CASE 2. the players (1/2) • BARRY ROBINS – Vice President of Marketing • STANLEY G. GAULT – Chairman of Goodyear 3. GOODYEAR’s BACKGROUND (2/2) •…