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Popeye's recipe for a turnaround! : A case study / Maryam M. Khan & Mahmood Khan.
- Format:
- Book
- Author/Creator:
- Khan, Maryam M., author.
- Khan, Mahmood A., author.
- Series:
- SAGE Business Cases.
- SAGE Business Cases
- Language:
- English
- Subjects (All):
- Popeyes Chicken & Biscuits--Marketing--Case studies.
- Popeyes Chicken & Biscuits.
- Marketing--United States--Case studies.
- Marketing.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : International CHRIE, 2015.
- Summary:
- This case study outlines how a successful established restaurant concept can face unexpected problems which can jeopardize its existence. It challenges participants to come up with a marketing strategy that can revive a popular brand. Popeye's restaurant which started in 1972 serving southern-style fried chicken with Louisiana heritage is used as an example. It was popular until 1999 when suddenly several factors impacted its performance. The multi-faceted dilemma faced by the company impacted its menu concept, executive level performance, brand image, franchisor-franchisee relationship, and overall marketing strategy.
- Notes:
- Originally Published InKhan, M. M., & Khan, M. (2015). Popeye's recipe for a turnaround! A case study. Journal of Hospitality & Tourism Cases, 4(3), 21–30.
- Includes bibliographical references and index.
- Description based on XML content.
- ISBN:
- 1-5297-1256-4
- 9781529712568
- OCLC:
- 1141350564
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