What's in a Name? Rebrand to Expand

Markham, Dan
November 2007
Metal Center News;Nov2007, Vol. 47 Issue 12, p36
Trade Publication
Case Study
The article presents a case study concerning the establishment of a High Performance Metal division by Titanium Industries Inc. in the U.S. to claim a greater share of the non-titanium markets. The author inferred that the company established the division because it had a hard time trying to sell non-titanium products. Jeff Wise of Titanium Industries stated that the non-titanium division will manufacture part of what they sell and they will purchase the rest from the open market.


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