Publication Type

Journal Article

Publication Date

2-2013

Abstract

How does an ornamental fish exporter grow its bottom line? Simple: By adopting and adapting the business model of the world’s most famous safety razor company. The Gillette Business Model, also known as Freebie Marketing, is much copied because of its simplicity: sell razors at a loss, or even give them away free, but make back your money with the disposable blade replacements. That same strategy has served many industries well

Keywords

accessories business, ornamental fish, Freebie Marketing

Disciplines

Agribusiness | Business Administration, Management, and Operations | Entrepreneurial and Small Business Operations

Copyright Owner and Holder

Copyright © Singapore Management University 2013

Subject(s)

Ornamental fishes, Consumer behavior, Consumers -- Attitudes, Sales promotion; Marketing strategy.