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The product is contact lenses for chickens, and it is hard to imagine a more unique product concept for which to develop a business plan. The decision model that accompanies the case is a heuristic model relating marketing effort to market response. The model is developed from managerial judgment and available secondary data. No expensive research is undertaken, yet this preliminary decision model proves to be quite useful for planning an entry strategy and defining future research needs. It also illustrates the development of a preliminary decision model, which is an important part in our analytical process...
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