Besides, the time zone differences and distance apart will contribute even more problems at hand. 3) Invest in marketing to build on brand equity and satisfy customer needs. a. Keith suggested investing more in marketing to find out more about customers’ wants and needs. However, this is not the root of the problem and marketing will not help to solve the current crisis that RLK faces...
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However, this is not the root of the problem and marketing will not help to solve the current crisis that RLK faces. b. The issue is whether RLK should exploit its brand equity as it is known for their innovation and the innovation capabilities. However, Lars need to understand that outsourcing is not the only option and he should consider more options and possibilities...
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