The What Went Wrong? feature in Chapter 1 focuses on Clearly Canadian, a company that introduced a line of fruit-flavored bottled water in the early 1990s. The main takeaway from the feature is that:
A) if a firm says it's capitalizing on an environmental trend, solving a problem, or filling a gap in the marketplace, it has to deliver on its promises
B) if a firm is basing its business idea on solving a problem, its solution must be better than solutions that are currently available
C) if a firm is capitalizing on an environmental trend, it must be a trend that will stay in place for a minimum of 3-5 years for the opportunity to be sustainable
D) brainstorming is an effective technique for generating business ideas
E) focus groups are an effective technique for generating business ideas

Question

Quizplus · Accepted Answer

The main lesson from the What Went Wrong? feature is that if a company is promoting a unique selling proposition, it needs to deliver on its promises. Clearly Canadian marketed itself as a healthy, natural alternative to soda, but the taste of the product failed to meet consumer expectations. As a result, the company failed to sustain its initial success.

The What Went Wrong? Feature in Chapter 1 Focuses on Clearly